MediaBuyerPlanner: Increasing the size and quality of a magazine’s pages may improve readers’ perceptions of the magazine – and its ads.
That’s what Hearst Magazines is hoping, at least, with its seven-figure investment in Redbook. The initiative will increase Redbook’s trim size by 5 percent and upgrade its paper stock, writes Mediaweek.
The decision on the upgrade was made following research that suggested the changes would improve readers’ perceptions of the brand.
Redbook’s ad pages were up 4 percent in 2006, after rising 15.4 percent in 2005, but circulation is sliding. Total paid and verified circulation declined 1.1 percent, to 2.4 million, in the first half of 2006, while newsstand sales slipped 19.9 percent.
The change will be made in July 2007.
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12.14.06
