TITLE

Struggling as independents

AUTHOR(S)
Fine, Jon; Kerwin, Ann Marie
PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, ps14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on how smaller publishers can find advertisers and employ marketing methods for the increased circulation of their magazines in the U.S. Although small publishers must display the same brand heft as their big rivals, they need disproportionate financial strength and marketing agility to stay competitive. Smaller publishers need to have sharply differentiated products and a strong entrepreneurial culture that allows a company to move faster. Publishers who find a strong niche to fill can make that work to their advantage. The key to advertisers, according to industry executive S. Christopher Meigher, is the group of readers who develop a closer relationship with a niche title. Small or big, at the end of the day, a publishing company has the same obligations: to satisfy readers, advertisers and investors.
ACCESSION #
2415249

 

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