Magazine article Folio: the Magazine for Magazine Management

Media Buying in the '90S: Trouble Ahead; More Competition and New Technology Will Make for a Tougher Print Sell

Magazine article Folio: the Magazine for Magazine Management

Media Buying in the '90S: Trouble Ahead; More Competition and New Technology Will Make for a Tougher Print Sell

Article excerpt

Media buying in the '90s: Trouble ahead

New York City--The 1990s will bring magazine publishers even more headaches in the pursuit of the media buyer's dollar: More competition from existing media and from new media forms, tougher requirements to prove effectiveness, more negotiating, and more call for campaigns that are both global in scope and targeted in local markets. That was the consensus of agency media supervisors, clients and magazine publishers speaking at the recent Magazine Publishing Congress.

William Kashimer, manager of media operations for the Colgate-Palmolive Co., called the process of media planning "state," having little innovation over the past 10 years. The future holds fare more emphasis on accountability and efficiency, he predicted.

Colgate-Palmolive, he pointed out, forces magazines to compete according to a formula. Print is evaluated after broadcast, and begins with a list drawn up by the company's three ad agencies. The list shows categories of magazines prioritized for various products, with individual titles compiled within each category. Magazines high on that list must then compete by supplying information about circulation, available rate concession and value-added programs. The final report from the magazine is often 20 to 30 pages long, he said.

To sell space to this sort of sophisticated client, ad salespeople must themselves become increasingly sophisticated, said Bill Myers, publisher of Money. …

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