Media Oultook 2002: Worldwide Publishing

Gregory J. Osberg

This article describes how Newsweek is building alliances with other media organisations including those involved in print, television and the internet.

Media Outlook 2002

 Worldwide Publishing

Gregory J. Osberg Newsweek Magazine

Building Alliances That Work

In today's challenging economic climate, marketers are demanding innovative ways to connect with customers and prospects. They need a way to leverage all of today's information sources to extend their reach through multiple platforms of distribution. In short, they need alliances.

And no medium is in a better position to build effective alliances than magazines. This, after all, is a natural extension of the way magazine publishing companies have always been structured – with full-service marketing departments dedicated to developing creative promotional and marketing programs...

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