Media View: Affinity marketing

James R. Guthrie

The proliferation of new magazines means consumers can be more selective and they are developing stronger affinities for the subjects which interest them most.

Media View: Affinity Marketing

Magazines widen their brand franchises

Jim Guthrie

Last week I subscribed to a new cable service, which doubled the options available to me so that I could choose from almost 100 channels. This morning when I went on-line, the websites available to me seemed to have multiplied overnight. And I know for a fact that at least two new magazines have been launched every day for four years' running.

Marvelous myriads of media. However, although this proliferation has increased my options, it has also caused me to zap, zip, and surf. In a word, it has...

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