1999 Media Outlook Consumer Magazines
Christopher M Little,
Meredith Corporation Publishing Group
Magazines will continue to benefit from
their special connection with the consumer, their flexibility and
their inherent target-marketing capabilities. Moreover, in my
view there is a rapidly growing opportunity to broaden magazine
franchise assets to include database-driven marketing, internet
capabilities, television opportunities, product development and
other custom marketing capabilities.
First, let me touch on why the consumer
magazine medium remains so strong, regardless of how the media
mix changes. And then Ill elaborate on why many consumer
magazine franchises have a greater opportunity than ever before
to grow into a larger and broader business.
The consumer magazine business has thrived
despite the proliferation of media choices in this century.
Radio, broadcast television, the videocassette recorder, cable
television and the internet have not slowed its growth. The
reasons for this success bode well for the coming years.