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...