Guest Column: Magazines—The Medium of Action in a Slow-Moving Economy
Every magazine marketer and seller should become conversant in these facts and use at least one in every sales call. If you don’t think “media-mix allocation” matters, remember this: Media-allocation decisions determine how much money is available for every magazine. A smaller allocation lessens the chance that your magazine will be among those selected, but by positioning magazines as the “medium of action,” publishers can increase the odds of growing business.
Ellen Oppenheim is executive vice president/chief marketing officer for Magazine Publishers of America (MPA), the industry association for consumer magazines. She joined MPA in 2001 and is responsible for the association’s advertising and marketing efforts, as well as for advising the consumer magazine industry on advertising effectiveness and accountability. She was previously senior vice president, media director for Foote, Cone & Belding, New York.