Publishers see bad times getting worse

Donaton, Scott
October 1990
Advertising Age;10/15/1990, Vol. 61 Issue 43, p1
Trade Publication
This article reports on the prediction by U.S. publishers that the magazine industry's advertising sales will worsen in 1991. Publishers agree that the industry's advertising sales slump is likely to worsen in 1991, but they are divided on how to survive the downturn. Some publishers are talking about defensive measures such as strategic alliances between media companies to turn around flagging advertising pages. Others are blaming the economy and not themselves for the industry's woes and insisted the only way for publishers to survive the soft market is to hunker down, stick to their knitting and wait it out.


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