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MediaVest Wants Mag Circ Guaranteed

  • Ad Age, Monday, August 20, 2007 11:30 AM

While there are a still a few months to go before MediaVest's showdown with the magazine industry reaches a climax, it looks as if some publishers are starting to blink. Earlier this year, MediaVest insisted that publishers guarantee each issue's circulation instead of averaging multiple issues. And it backed that up by telling them the agency would pull ads from magazines that don't play ball by 2008.

The media buying shop's push seems to be gaining ground. One of the first to cave was Men's Health,, which agreed to a similar request from Robin Steinberg, senior vice president-director of MediaVest print investment and activation. According to publisher Jack Essvig, "We're also trying to get her to pay when we overdeliver."

Other publishers have proven more reluctant, with one noting that "penalties for under-delivery without bonuses for over-delivery is untenable." The fuss is linked to the issue of how to best measure magazines, with buyers wanting publishers to report sales more frequently than the usual twice a year.

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