Australia's big three magazine publishers are ramping up plans to tackle what they believe to be a baffling bias among media buyers against magazine advertising as part of a push from the recently revived Magazine Publishers of Australia. Underlying the new program is ad market comparisons for the UK and US markets which show Australia is dramatically less enamoured with magazine advertising than other key international markets. The common lament from magazine publishers is that media buyers do not value enough the fact that magazine readers pay for their content via cover prices.
Thursday, November 1, 2012
Australia Mags Tackle Bias Among Media Buyers
http://www.adnews.com.au/adnews/magazines-to-tackle-mystery-bias-among-media-buyers
Australia's big three magazine publishers are ramping up plans to tackle what they believe to be a baffling bias among media buyers against magazine advertising as part of a push from the recently revived Magazine Publishers of Australia. Underlying the new program is ad market comparisons for the UK and US markets which show Australia is dramatically less enamoured with magazine advertising than other key international markets. The common lament from magazine publishers is that media buyers do not value enough the fact that magazine readers pay for their content via cover prices.
Australia's big three magazine publishers are ramping up plans to tackle what they believe to be a baffling bias among media buyers against magazine advertising as part of a push from the recently revived Magazine Publishers of Australia. Underlying the new program is ad market comparisons for the UK and US markets which show Australia is dramatically less enamoured with magazine advertising than other key international markets. The common lament from magazine publishers is that media buyers do not value enough the fact that magazine readers pay for their content via cover prices.
