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Magazine Publishers Offer A New Twist To Attract Wary, Cost-Conscious Advertisers

September 4, 2009: 05:10 AM EST
Stung by a continuing fall-off in advertising revenue, magazine publishers have come up with an apparently lucrative, albeit time-consuming, way to attract advertisers. Several major players, notably Hearst and Condé Nast, have been working with advertisers to micro-refine the marketing approach, developing ads customized for a publication’s audience, but also usable in other media. It’s a lot more work, but apparently worth the effort. "The revenue was significant for us; these programs are not only profitable, they bring us closer to our advertising partners," said a Hearst exec.
Stephanie Clifford , "Magazines Now Create and Customize Ads ", The New York Times, September 04, 2009, © The New York Times Company
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