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Article: Gourmet finds the right ingredients; with focus on baby boomers, food magazine creates new blend of advertisers to head off rivals. (Gourmet, food magazine)
- Article from:
- Crain's New York Business
- Article date:
- October 13, 1997
- Author:
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Copyright informationCOPYRIGHT 1997 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Gina Sanders, the new publisher of Gourmet, has a fresh recipe for selling the grand dame food magazine to advertisers.
She calls it "the sweet spot," sports jargon for the mark that golf and tennis players make when they hit the perfect ball. For her the sweet spot is baby boomers.
"If you hit them neatly and succinctly, you are going to get the most bang for your buck," she says.
The novel approach has livened up the 56-year-old book with new kinds of advertisers, such as Baby Gap, Nautica Home and Revlon Inc. New advertisers like these, along with the travel and automobile sponsors that are the magazine's bread and butter, are contributing to a ...
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