Advertising Age Magazine

Mondo Times editors    Boulder Colorado USA

Posted at 9:37am on Monday, February 8th, 2010

Cutting Prices Doesn't Guarantee Magazines More Subscribers

AdAge reported on February 5, 2010:

"The less money magazines collect from subscribers, the more publishers depend on advertiser demand for ad pages -- demand that plunged through the floor in the recession and does not seem likely to fully return. Super-low prices may also devalue magazines in the eyes of consumers, some have suggested.

But now it looks like lower and lower prices last decade haven't even roped in more readers. In many cases the magazines that went cheaper still wound up with fewer individually paid subscribers.

Nearly two-thirds of 344 magazines analyzed dropped their per-copy subscription prices between 2002 and the first half of 2009, but nearly 75% of those price-choppers also saw individually paid subscriptions decline anyway, according to an analysis of Audit Bureau of Circulations reports by Jack Hanrahan, the media-agency veteran who's now an industry consultant and publisher of the CircMatters newsletter."

The full story:
http://adage.com/mediaworks/article?article_id=141945

Mondo Times editors    Boulder Colorado USA

Posted at 2:12pm on Wednesday, February 3rd, 2010

Things may be looking up for newsstand sales of magazines, AdAge reported on February 2, 2010:

"Magazines' newsstand recession certainly isn't over -- but it seems to be lightening up.

Many magazine publishers now reporting circulation figures for the second half of last year are again posting declines, but in most cases those declines aren't nearly as steep as the plunges that came before.

This suggests, moreover, that the momentum may be shifting for the better. Newsstand declines had been getting worse -- progressing from a 6.3% slide in the first half of 2008, compared with the same period the year prior, to an 11.1% drop in the second half of 2008, and then to a 12.4% descent in the first half of 2009, according to the Audit Bureau of Circulations."

The full story:
http://adage.com/mediaworks/article?article_id=141873

Mondo Times editors    Boulder Colorado USA

Posted at 11:28am on Wednesday, January 27th, 2010

New Nielsen Ratings Combine Shows' Tv and Online Views

AdAge reported on January 22, 2010:

"The media-measurement concern intends to start making data available in September that takes online viewing of a TV program and merges it with standard TV-audience data resulting in a "single combined national television rating," according to a letter sent to clients today from Sara Erichson, president–media client services, North America, at Nielsen.

The data will be made available for evaluation starting this September and is intended to become the basis for ad negotiations in February 2011, according to the letter.

Nielsen's move spotlights the massive changes taking place in the TV business, which desperately wants to show that more people watch its programming than those captured in Nielsen's current measures. At present, advertisers pay based solely on the number of viewers who see commercials during a particular show as many as three days after the program airs. That measure, known as "C3," and created to take into account the growing number of viewers playing back programs on digital video recorders, was introduced in 2007.

But technology is fast making that measure obsolete."

The full story:
http://adage.com/mediaworks/article?article_id=141675

Mondo Times editors    Boulder Colorado USA

Posted at 2:41pm on Monday, December 21st, 2009

Who Gets Highest Online Ad Rates?, asked AdAge on December 21, 2009:

"While the recession has put another hit on CPMs -- the term ad buyers and sellers use as shorthand for the cost for 1,000 impressions -- across the web, some sites can still pimp fat ad rates either by virtue of their reach, specialized audience or unique environment.

Who's getting the best ad rates on the web today? The information we've culled from agency buyers and media sellers is far from scientific, but gives a good sense of who can still charge bank and why."

The full story:
http://adage.com/digital/article?article_id=141153