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 I’ll 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.