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Article: Friendly fire: publisher/agency relationships on the digital ad front. (workplace).
- Article from:
- Print Media
- Article date:
- November 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 North American Publishing Company. 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 commercial feasibility of advertising-subsidized publishing was first demonstrated by Cyrus and Louisa Knapp Curtis, a husband-and-wife duo who, in the late 19th century, turned the Ladies' Home Journal into the most widely read (and profitable) magazine in America. By shifting the source of publishing revenues from its readers to its advertisers, the Curtis Publishing Company--as it came to be known--planted the seed for the magazine model of the 20th century with an operating method that is still being used by consumer and trade publications today.
In the new economy, defined by dot-com fall-out, agencies and publishers have had to reconsider their marriage ...