Later this week the Magazine Publishers Association will release the official tally of magazine ad pages and revenues for the first half of the year. In anticipation of that announcement, MPA
executive VP Ellen Oppenheim, today offered MDN her outlook on key issues for the second half of 2002.
“Advertisers need to show confidence in the economy,” she said. “They need to show a
willingness to make a long-term commitment to media properties and that is particularly important for monthly magazines.”
The recently wrapped TV upfront process was a positive sign, according to
Oppenheim. All networks reporting record, or at least successful, ad commitments could be a sign that advertisers are returning to long-term contracts. Like all media, the magazine business was rocked
by Sept. 11 and its aftermath, during which advertisers not only lost confidence in long-term commitments, but they “lost confidence in what they wanted to say,” according to Oppenheim.
The MPA’s
second-half activities will include “a back to basics” mentality. “We will continue to develop forms of research that will show that magazines continue to be an effective part of the arsenal of
weapons that advertisers have at their disposal,” Oppenheim said. “There has been a shift over the past couple of years away from choosing magazines over other media and toward integrating magazines
with other media.”
The MPA also provides marketing and promotion for the print business. With that mission in mind Nicole Kaplan has joined as VP Marketing & Promotion. She will work with the
advertising and media communities on ways to further circulation, advertising and newsstand sales. In addition, she will be involved in marketing and promotion for MPA activities and events. Kaplan
will report to Diane Frank, Senior Vice President, Marketing & Promotion. Kaplan had been a consultant to Fathom Communications (a division of DDB) since January 2002.