Media Outlook: Magazines

This is one of a series of U.S. media reviews published in March 1988 looking back to the previous year, and looking forward to the next.

1998 Media Outlook: Magazines

John HemsGruner + Jahr USA Publishing

The magazine industry is coming off its best year in recent memory, driven by strong advertising growth across most ad categories. In this generally positive climate, there are three key issues magazine companies must attack as we enter 1998.

Accountability is imperative

Excellent companies constantly strive to justify their spending. Thus advertising clients are more demanding than ever in requiring magazines to prove their effectiveness in increasing a product's or company's sales. While magazines have quantitative, qualitative and common sense information to back up their power as an advertising...

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