Media Outlook
Magazines: Capitalizing on an intimate connection
Eric Gruseke Reader's Digest
Want a reality check on the future of advertising? Look around an airport terminal. People are talking on cell phones, e-mailing on PDAs, and working away on laptops. Ten years ago, they were all reading magazines and newspapers.
That's just one snapshot of a fundamentally changed media landscape. Attention is in short supply, and it's not tied to a time slot. People now consume media in more personal patterns, so that placing advertising by time of day or category of media no longer assures a connection.
The...