Media Outlook 2000-Consumer Magazines

Dom Rossi

In early 2000, the author looks at the challenges and opportunities for consumer magazines in the USA - especially audience involvement as providing the medium's key advertising advantage.

Media Outlook 2000 Consumer Magazines

Dom Rossi Reader’s Digest

Venture capitalists, fueling the so-called new media boom, pin a Web site’s 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 today’s increasingly impatient brand builders.

Consumers are flexing buying muscle to unprecedented degrees, using Internet- services to bid down prices while consolidating suppliers. They’ll continue to deflect brand-centric promotional...

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