Name just about any human endeavor you can think of, and chances are there\u2019s a magazine devoted to it. However, the flip side of wide title choice is that many magazines don\u2019t reach enough consumers to be effective \u2014 and survival in the competitive magazine business is tough. Witness the recent collapse of some of the best-funded and most heavily promoted publications! Magazine revenue totaled $17.7 billion in 2000, a 14 percent increase over 1999. There were 347 new magazines launched in 2000, adding to a base of nearly 18,000 titles on nearly every subject ever put to paper. Look at 2001, however, and things seem a little cloudier.<\/p>\n\n\n\n
Several high-profile magazines have badly missed their circulation targets.<\/p>\n\n\n\n
The magazine industry is worried about the future of reading in this country \u2014 and with good reason. The sad fact is that everyone reads less than they used to (many because they simply have less free time to devote to reading). Reaching that coveted 18-34-year-old demo by advertising in magazines is becoming increasingly difficult. Advertisers are looking at the next generation of time-challenged, seemingly print-indifferent shoppers and feeling some well-justified concerns about the nature of magazines\u2019 readership base. Consumer magazines do mesh well with the needs of some advertisers, however. Specialty magazines, with their well-defined niches, can offer targeting opportunities for the advertiser willing to do careful research into consumer behavior and magazines\u2019 audience composition. Moreover, magazines\u2019 portability means that a magazine ad may in some cases be seen outside the home. Of course, the flip side of wide title choice is that many magazines serve too small a niche to be effective advertising tools for companies wishing to reach a broad market segment. Also, some magazines\u2019 practice of clustering ads means recall of your ad may suffer unless you purchase a full-page ad \u2014 an expensive proposition.<\/p>\n\n\n\n
Advantages<\/strong><\/p>\n\n\n\n Disadvantages<\/strong><\/p>\n\n\n\n The average issue of Business Week reaches less than 3 percent of all professional managerial adults, and<\/p>\n\n\n\n Good Housekeeping misses more than 86 percent of adult women8.<\/p>\n\n\n\n Name just about any human endeavor you can think of, and chances are there\u2019s a magazine devoted to it. However, the flip side of wide title choice is that many magazines don\u2019t reach enough consumers to be effective \u2014 and survival in the competitive magazine business is tough. Witness the recent collapse of some of…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-111625","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\n