Magazine article Folio: the Magazine for Magazine Management

If You Want to Sell Pages, You Will Need an Online Presence

Magazine article Folio: the Magazine for Magazine Management

If You Want to Sell Pages, You Will Need an Online Presence

Article excerpt

Whether or not you have a good economic model for being online, you may have to go ahead if you want to stay competitive with ad pages, according to Mitchell York, managing director of CMP Interactive. "In the next five years, it is 100 percent certain that you are going to have to participate online in a very significant way or else you are not going to be eligible for print advertising," says York. "Our salespeople can't go on a sales call for magazines without someone saying, `Talk to me about interactive."' While interactive may be 5 percent of a magazine's plan, it may occupy 95 percent of a sales call because media buyers already know how to buy print. "If we did not offer online advertising," says York, "we would be off not just the interactive schedule, which is fairly minimal in terms of dollars, but we would be way down in terms of our print business. …

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