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Article: You Can Kick a Special-Section Habit.(Brief Article)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- April 1, 2000
CopyrightCOPYRIGHT 2000 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. 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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The competitive tool of choice for the last few years, special sections used to be very profitable. You could charge extra for having the text placed next to the ad. But today, you can't charge extra for placement, and the advertiser does not even want to pay full price for the ad. Further complicating the issue, publishers have trained advertisers to respond to special-section deals that will make them "stand out from the crowd." Getting them back into run-of-book advertising where the "crowd" is may not be so easy. What's at stake is more than revenue. "Magazines are losing their credibility with readers to special-section mania," says marketing consultant Steve Burzon. ...