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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."

Read the whole story at Medialife »

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