• Ad Age, Monday, October 23, 2006 11:30 AM

The magazine business has done itself a lot of good since its last annual meeting, notes the trade magazine in its annual industry report card. But there is no time to brag; magazines need to find ways to win through their unavoidable struggles.

"Everyone is going through a lot of change," says Nina Link, president-CEO of the Magazine Publishers of America. "It's kind of messy. It's very exciting. There's not a lot of rules. People are going to make mistakes. But in the past year, magazine publishers have been in the game and been in the game pretty deeply." The trade mag offered several ways to improve viability, including turning a pub into a brand and reconsidering rate-base. PricewaterhouseCoopers projects that U.S. magazines will collect $37 billion in revenue this year.

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