• Media Life, Thursday, January 25, 2007 11:47 AM

At the start of each year, magazines are usually looking for ad-rate increases, while media buyers resist. And while that is the case in 2007, the advantage is with the buyers that are refusing most requests for more money. One big reason is the Internet.

Magazines "aren't going to get them," says one buyer. "They talk about postal rates going up and the increase in the cost of paper, but they say that every year." There may be some exceptions, the buyer continues, a few hot titles like Rachael Ray. But "there really isn't an Oprah or a Real Simple out there this year. There aren't many magazines that can just ask for what they want."

Ad pages last year were about flat to 2005, and while there is hope for a better 2007, "It is not an easy time to talk about rates," notes Steve McEvoy, senior vice president of corporate sales and marketing for Hachette. "But there isn't a business today that's not going through the same thing we are."

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