Magazine article Folio: the Magazine for Magazine Management

Alumni Titles Make Play for National Ads; New Network Offers 'Uncluttered' Media Buy

Magazine article Folio: the Magazine for Magazine Management

Alumni Titles Make Play for National Ads; New Network Offers 'Uncluttered' Media Buy

Article excerpt

Alumni titles make play for national ads

Montgomery, Ala.--College alumni/sports publications will carry their first national ads this fall, thanks to a new inependent advertising network, the Collegiate Sports Advertising Network (CSAN).

Introduced by Maxwell Associates, Inc., Montgomery, Alabama, (not affiliated with media conglomerate Maxwell Communication), the network has pulled together 26 alumni/sports publications across the country with a total paid subscriber base of 758,000.

Because the magazines are generally small--the largest, BYU [Brigham Young University] Today, has 203,000 subcribers--they have been unable to attract national advertising, says CSAN president Anne Maxwell. Neither have most succeeded in selling local ads: Alumni readers tend to be scattered around the country and thus unappealing to local advertisers. As a result, the magazines have subsisted mainly on subscription revenues.

Affluent readers

Yet the demographic profile of the group should be attractive to advertisers, Maxwell claims. The circulation base is virtually 100 percent college educated, mostly male, with an active interest in sports. Many subscribers are affluent: They not only pay the high subscription price--$25 to $45 per year for most titles--but also contribute regularly to their alma maters. Some subscriptions are part of college athletic department or alumni association memberships; other subscriptions are bought outright.

CSAN also offers advertisers an uncluttered alternative to television and national magazines, Maxwell claims. In fact, she says, the concept might not have worked even a year ago: During the past 12 months, she believes, advertisers have significantly stepped up their search for uncluttered media.

Maxwell acknowledges that college alumni networks have been attempted before, and have failed. …

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