• Mediaweek, Tuesday, January 3, 2006 11:15 AM

Television and the Internet will continue their successful seduction of Madison Avenue in 2006, making it difficult for the magazine industry to score any significant gains in 2006. So reports Mediaweek in its year-ahead look at the industry. Among the trends the trade mag highlights: a shakeout in the celebrity-magazine category (eight is too many); stepped-up offerings of integrated advertising packages (combining print and online or TV buys); and last-minute buys ("which continue to drive publishers crazy"). Also, Mediaweek sees more industry layoffs in 2006: top people, such as those recently axed by Time Inc., will find their way into other companies, which in turn will push out people employed there. "There will be a ripple effect," says one executive in the industry.

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