Magazine article Marketing

Media: Sport Looks to Hike Ad Rates

Magazine article Marketing

Media: Sport Looks to Hike Ad Rates

Article excerpt

Sport magazine is attempting to increase its ad rates by 20% ahead of its first birthday and the Rugby World Cup this September.

The move has been slated by agencies, which believe the title should not expect to charge the same rates as its paid-for equivalents. The title's advertising inventory was sold out in July.

Insiders said the magazine - which also attempted a rate increase earlier this year - has been presenting to agencies over the past few weeks, comparing its rates with rival paid-for titles such as Men's Health and FHM.

One senior press director said: 'It is placing itself in a competitive set with paid-for titles, but ultimately it is not indispensable and we won't use it if it isn't cost-efficient.'

While Sport has invested substantially into researching its readers, some agencies believe there is still a 'black hole' in its understanding of how consumers interact with free magazines. Nadia Nardonnet, managing director of Sport, said there is always a 'learning curve' with agencies when a product is launched. …

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