Magazines Fail to Make Top Grade in Report Card

By Randy Davidson on October 23rd, 2006

An Ad Age reports says magazines are doing better, but have a long way to go to compete strongly against other media. Last year, Advertising Age laid out five ways the industry could retool itself, including reconsidering rate base, working faster for advertisers and breaking further out of paper. According to the report:

“Publishers have to dial down the digs at print competition. Maybe everyone does it, but that doesn’t help grow the pie. And while publishers take bites out of each other, web players lick their lips and eye magazines’ slice… Thankfully, recent research suggests that magazines and other media often work better for advertisers in combination than alone-and that magazines are undervalued in the mix. This notion will get plenty of play at the conference. Then attendees have to take it home to marketers.”