'Forbes' vs. 'Fortune.'

Donaton, Scott
August 1990
Advertising Age;8/6/1990, Vol. 61 Issue 32, p3
Trade Publication
The article examines the dispute among business magazines "Forbes", "Fortune" and "Business Week" over the sale of off the rate card in the United States. The controversy began from a letter signed by Consumer Advertising Manager Bruce Argus McNaughton alleging Forbes for selling off the rate card in an offer to a West Coast importer providing them with a deeper discount than they offer on the card for space purchased. Rate cutting is considered a widespread practice in certain magazine categories but publishing industry sources say business magazines have resisted such pressures.


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