Media Outlook 2000 Consumer Magazines
Dom Rossi Readers Digest
Venture capitalists, fueling the so-called new media boom, pin a Web sites viability as an enterprise on stickiness how frequently consumers visit and how long they stay. In the years ahead, involvement, my term for stickiness, will determine the usefulness of media, form the dividing line between competing outlets, and vault certain kinds of magazines to top-priority partners for todays increasingly impatient brand builders.
Consumers are flexing buying muscle to unprecedented degrees, using Internet- services to bid down prices while consolidating suppliers. Theyll continue to deflect brand-centric promotional...