Advertisers' 1992 Print-Spending Plans Upbeat

By Fried, Lisa I. | Folio: the Magazine for Magazine Management, February 1, 1992 | Go to article overview

Advertisers' 1992 Print-Spending Plans Upbeat


Fried, Lisa I., Folio: the Magazine for Magazine Management


Will the industry's bread-and-butter advertisers slash spending again this year? What do big-ticket advertisers really want from magazines?

To get answers, FOLIO: talked to advertisers in seven diverse industries and to Jim Guthrie, executive vice president of Magazine Publishers of America.

Through September 1991, magazines' share of ad spending rose from 15.9 percent to 16.5 percent, according to Leading National Advertisers. This year, Guthrie predicts the industry will retain that share.

Magazines that help advertisers reach narrowly focused prospect lists, that act as marketing partners, and build a bond with readers, and also fulfill consumers' desires to improve their homes, families and selves have the edge.

Following is a list of some of the leading ad categories and their plans for 1992:

Automotive. At Toyota Motor corp., "magazines will continue to play an intricate part in the advertising strategy," says Jerry Perry, national ad manager. Financially healthy magazines with loyal magazine readers who fit customer profiles for the cars are targeted. He says he's also interested in marketing options beyond ad space.

Computers/Office Equipment. Xerox Corp. will continue to spend heavily in trade titles reaching computer-purchasing decision-makers and increase spending in U.S. and European editions of the newsweeklies and business titles, according to Michael Kirby, director of worldwide strategic advertising. Canon, however, will spend 20 percent less in magazines, says Hajime Hirai, vice president for advertising.

Food. With their profit margins squeezed, Guthrie predicts that many food marketers will follow Procter & Gamble's lead in moving some money from promotion and into magazines. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Advertisers' 1992 Print-Spending Plans Upbeat
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.