Magazine article Folio: the Magazine for Magazine Management

Negotiation Frenzy Continues; Rate Bargaining Has Created a Tangle of Ad/publisher Problems, Note AMC Panelists

Magazine article Folio: the Magazine for Magazine Management

Negotiation Frenzy Continues; Rate Bargaining Has Created a Tangle of Ad/publisher Problems, Note AMC Panelists

Article excerpt

Rate bargaining has created a tangle of ad/publisher problems, note AMC panelists

NAPLES, FLA. -Everyone does it. No one denies that magazine advertising rates are being discounted all over the lot. In the words of Scot Butler, media director at Fallon McElligott, "This negotiating frenzy continues, and we've seen it accelerate."

But panelists at a rate-negotiation seminar at the American Magazine Conference here said the practice must take on new dimensions to end the "negative selling" that pits publications against one another. Said Dale Lang, chairman of Lang Communications and former head of McCall's: "Playing one of us off another is the most serious problem in our industry today. "

One of the keys to change is synergy among advertisers, agencies and publishers that results in enhanced value-added programs. What excites Metropolitan Home publisher Steve Burzon are "marketing plans that add spice and improve both advertiser and publisher. I am buoyed by those who take the time to get the best from our resources."

Value-added programs, agreed Paul DuCharme, director of print media at Grey Advertising, must change their stripes from strictly volumedriven-"Look, your rate is pretty close, why not give us some bonus pages"-to market-driven, "where the client pays for it," and both sides benefit.

Both panelists and publishers also agreed that education among young print buyers is paramount. Since they are not skilled in negotiation, young buyers can be taught about magazine selling power by the publishers themselves, panelists said. …

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