But it wasn’t all doom and gloom. According to PIB, 12 magazines managed to attract more ad pages in this year’s first six months than they did in the first half of 2008. Which publications are among the fortunate dozen? And how did they manage to do it?
Among the titles worth noting: Fitness, Cooking With Paula Deen, The Week, OK!, Family Circle, Scholastic Parent & Child, Organic Gardening, Sports Illustrated for Kids, Country Weekly, and Muscle & Fitness. Generally, as the Magazine Publishers of America has pointed out, some merely benefited from ad categories, or “sub-categories,” in which marketers, well, advertised- food and seasonings and ingredients, household cleaning products, and hair and hygiene. So a few nesting, fitness, and celebrity magazines enjoyed a windfall. (On background, more than a few grumpy ad-hungry rival magazines alleged that some of the gainers had cut their rates to lure ads.) Apart from those reasons, a bunch of factors explain the ad surge at the lucky dozen: recent redesigns, new editors, smart implementation of multiplatform sales, quirks, and old-fashioned stunts.
There are so many things about this post we like. We like very much.