Circulation, for instance, has been getting a harder look with buyers and planners questioning rate bases and unpaid sources like verified
subs. They're also demanding data issue-specific ad measurement services from Mediamark Research & Intelligence and Affinity Research that promise near real-time magazine measurement.
Gourmet folding is freaking everyone out, "because it was a much-loved magazine," says Peter Gardiner, chief media officer at Deutsch. "But in the days of Food Network and Rachael Ray, it's
hard to invest the kind of money Conde Nast invested to keep a product as rich, sensual and well thought of as Gourmet."
advertisement
advertisement