MediaBuyerPlanner: Media buyers and their clients can expect to win the ad rate increase war against magazines, as the advantage this year is clearly on the side of the buyers.
Unlike many newspapers, which have stated their aims to increase ad prices despite the softening in the marketplace, magazines can’t just ask for what they want this year, writes Media Life.
Ad pages for 2006 ended nearly flat compared to 2005, and, though forecasters say 2007 will be a bit better, senior vp of corporate sales and marketing for Hachette acknowledges that it’s not an easy time to talk about rates.
The titles with the strongest positions are those such as high-fashion magazines that have the least to fear from the internet, because they are arresting in their design and have editorial features and advertising that cannot be duplicated online, according to the article.
Related stories:
- Newspapers, Despite Falling Circ., Raising Ad Rates
- Prediction: Magazine Industry to Continue to Slim Down
- PIB: Ad Revenue Up 9.6 Percent in August
- Tough Stance from Buyers on Rate Increases Challenges Mag Publishers
