Pecker's tabloid revival faces unusual obstacles

Kerwin, Ann Marie; Petrecca, Laura; Snyder, Beth
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, p18
Trade Publication
This article presents advice from various advertising and marketing executives regarding ways in which David Pecker, chairman of American Media, may be able to increase reader and advertising interest in tabloids The National Enquirer and the Star. The supermarket newspapers, which together sell nearly 4 million copies a week, present a puzzling marketing challenge. Tabloids are fighting on two polarized fronts. The first is to attract more weekly readers at a time when circulation is declining. The second is to woo more advertisers. The reputations of the National Enquirer and the Star are both a burden and a blessing. Some agency executives say with proper positioning and a big budget to back it up, the brands can prosper. The executives also say it is possible to attract new kind of advertiser to the gossip magazines.


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