Magazine article Folio: the Magazine for Magazine Management

Ad Extensions: Here to Stay?

Magazine article Folio: the Magazine for Magazine Management

Ad Extensions: Here to Stay?

Article excerpt

Ad extensions: Here to stay?

Most magazines continue to grant extensions for late ads, and neither magazine production executives nor ad agency production executives think there's must hope of eliminating the practice, according to results of two recent surveys.

The coordinate surveys were conducted by the Association of Publication Production Managers (APPM), which polled magazine production executives, and by the Advertising Production Club (APC), which sought the opinions of its members, ad agency production executives.

Of the 47 magazine production executives who participated in the APPM survey, 46 granted ad extensions and an equal number indicated that they didn't think such extensions could ever be eliminated. Asked why they thought the practice of according extensions could not be ended, 37 percent replied that they would lose space to another publication, while 28 percent believed ad agencies would not cooperate.

The APPM survey found that the magazines of the responding production executives were most likely to have about 30 percent of their ads on extensions for each issue. The most common extension period for monthlies and bimonthlies is seven days; for weeklies and biweeklies it is five days.

At 10 of the 33 monthlies and bimonthlies surveyed, advertisers given extensions are not penalized. At four of the magazines, late charges are levied; at 19, position is sometimes adversely affected. Among the 11 weeklies and biweeklies surveyed, six have no penalties, one imposes a late charge, four have possible position penalties. …

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