Magazine article Folio: the Magazine for Magazine Management

People Who Need People Select

Magazine article Folio: the Magazine for Magazine Management

People Who Need People Select

Article excerpt

Byline: Jeff Bercovici

People has always epitomized mass. Now it's trying to add some class with a new targeted edition that will offer top-shelf advertisers the chance to reach the most affluent of its 36 million readers. Vanity Fair, watch your back.

Launching in May, People Select will have a rate base of 750,000 and reach a median household income of $115,000, compared to $61,720 for the national edition. It will be offered five times in 2004.

Fellow Time Inc. magazines Time and Sports Illustrated have produced targeted editions for several years, but People has held back until now for fear of cannibalizing its national business, says publisher Kathy Kayse. But in today's hypercompetitive ad market, she says, "We need to give marketers every opportunity to buy into the People brand." Luxury advertisers that aren't used to paying exorbitant page rates won't have to: The open rate for a full-page, four-color bleed ad in People Select will be $77,000, compared to $196,650 in the national edition, says Kayse. …

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