Study: 'OK' Mag NOT OK, Could Fold
A majority of media buyers and planners (82%) surveyed by Medialife magazine expect a shakeout in the celebrity pub category soon, and almost 60% agreed on which would be the first to
fall: OK, which survey takers said "was the worst in terms of quality, accuracy and story copycatting."
Conversely, media buyers "said that editorial quality, not deep corporate pockets or a smart internet strategy, is by far the most important factor in whether a magazine thrives," writes Bill Cromwell. "And on that measure, the category leader, People, is doing the best job."