Magazine article Folio: the Magazine for Magazine Management

Marketers & Magazines

Magazine article Folio: the Magazine for Magazine Management

Marketers & Magazines

Article excerpt

7 big-name advertisers talk about what they need from print.

The pressure is greater than ever to understand advertisers. Magazine publishers are among the best tactical innovators in the business world. But with the emergence of new media and the proliferation of all media, publishers need to think strategically: They need to put aside the urgency of the next media-bundling package, the tailoring of custom value-adds and specialty partnering programs for a moment so that they can step back and ask, "What do my advertising clients really want?"

Informed by that understanding, FOLIO: in the following pages takes a comprehensive look at the magazine industry from the perspective of major marketers. We wanted to talk to a variety of major national advertisers, to track advertising spending patterns in magazines compared to other media over the past decade, and to dig into spending habits in the top-10 consumer-magazine advertising categories.

We talked to seven advertisers--who last year spent a combined $590 million on magazines- about their companies' media philosophies. We asked them to candidly share how they make media-buying decisions. Some common themes:

* Marketers are vexed by the proliferation of magazines. "There's too damn many of them," says one. "It's hard to tell them apart," says another.

* Marketers want trained ad sales representatives, honorable business practices, and the truth-even if "they're telling us something we don't want to hear," says one director of corporate marketing. …

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