Magazine article Editor & Publisher

Hearst Offers Combo Ad Rate Package

Magazine article Editor & Publisher

Hearst Offers Combo Ad Rate Package

Article excerpt

Beginning in May, the Houston market will see three members of the Hearst Corporation's family of publications introduce a special newspaper/ magazine advertising package.

Local/regional advertisers will have the opportunity to buy a package which will allow them to advertise in the Houston Chronicle, along with Good Housekeeping and Country Living magazines.

This one-stop shopping buy was originally the brainchild of the Houston Chronicle's new products committee, according to Dwight Brown, the Chronicle's vice president of advertising.

"We are basically able to package an advertising combination which will combine a regional buy of both magazines with a Houston Chronicle ad buy," explained Telisha Perry, new business coordinator for the Chronicle.

Advertisers buy the magazines by the month, with the ad appearing full-page. Advertisers then have two options for the Chronicle. The ad must appear in the newspaper during the month it runs in the magazines, but advertisers can chose from a quarter-page ad in the paper's Thursday In-Fashion section, which has a circulation of 561,000, or a full-page ad in the paper's Sunday supplement, Texas Magazine, which has a circulation of 777,000.

In the Houston area, circulation for Good Housekeeping is 37,000, which includes 23 counties, and Country Living has a distribution of 25,000 in 25 counties.

"So far, we have three pages sold for May, and were doing this in four-page increments," said Perry.

Brown said Hearst is interested in involving its publications with these kind of cross-company projects.

"We have an extensive new products initiative throughout the Hearst chain," he said.

The Houston market is not a "test" for this project, Brown said. "It's full-born. We're going," he said.

"It's a new program to the Houston Chronicle, and I believe Hearst is looking at it as a model for other markets," said Perry.

Perry said that although ad reps are presently looking at targets and niches, this advertising option win hopefully attract local advertisers who "fit into the realm" of the two magazines. She cited malls, centers, and home furnishings retailers as examples.

It's exciting for advertisers to be in a national publication as well as it is for readers to see a local/regional ad in a national publication, said Perry.

Magazine ad


up for '95

The Publishers Information Bureau reported that total magazine advertising revenue for December 1995 was $918,961,877, a 5.4% increase over December 1994. Advertising pages showed a 1.5% decrease from December 1994, coming in at 18,367.21.

For the entire year, ad revenue was up 12% compared to the same period in 1994, at $10,114,898,726. …

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