By: Cindy Seebeck
It’s no surprise that the consumer magazine industry is struggling to secure Ad pages and keep their publications vibrant. But how many of you know that a fair amount of the well-known publishers such as Hearst, Time Inc., Bonnier and Meredith, have line extensions that are revenue generators for their brands? Are the publishers really on life support as many would want you to believe, or are their profit centers shifting?
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Do the above examples of publisher line extensions entice or incite you? Are the publishers on life support due to a decrease in Ad pages and trying desperately to keep their business afloat by diversifying? Or, is their business much more vibrant than is immediately apparent when just looking at them from an advertising perspective? If you take a quick look at their year-end financial reports, it seems that diversification may be happening due to poor magazine Ad revenue performance.
A well-informed print negotiator may be enticed by the poor performance and diversification and work to leverage line extensions as part of their overall print negotiation? Would the publisher push back with, that is a separate business unit and we can’t cross over that line? Or, would they say, that’s an interesting request that we’d like to consider? Trying to cross over the line may just allow your agency to put a whole new spin on print negotiations that gives your client added exposure in new business areas that have previously been untapped. Go ahead, give it a try.
After all, isn’t it our responsibility to constantly innovate and push beyond the status quo on behalf of our clients?