Local niche magazines ride ad boom to hipness

Morris, Lindsay
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p24
Trade Publication
This article reports on the efforts of independent magazines to expand their circulation to national level in the U.S. in 1999. Magazines such as Channel, Paper and Surface have embarked on attempts to gain national distribution. Several executives of these magazines contend the time is right to translate local popularity to a national audience. The expansion is fueled in part by the bustling economy, with its robust advertising market. The belief that a magazine's attitude will rub off on advertisers is behind many of the national dreams of smaller titles. For instance, Channel magazine has developed its brand identity to attract a designer advertisement collection.


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