Magazines’ Retail Formula

Targeted advertising distribution can turn every magazine issue into a series of targeted, quantifiable marketing events

Dom Rossi
Reader’s Digest

A decade ago, when I was on the other side of the desk at an ad agency, it never occurred to me to enlist a magazine’s help in marketers’ escalating tugs-of-war with major retailers. This was pragmatism, not oversight. Despite a well publicized, can-you-top-this game of multi-media deals in the early Nineties, magazines really operated as straightforward advertising vehicles. When we needed to reach a national or regional audience with a message, they were happy to run our pages. If we wanted to get more specific, we could supply the list and they’d create a custom publication just for us; but it wouldn’t have the cachet or connection inherent in their magazine brand.