• Forbes, Thursday, November 6, 2008 9:30 AM

In the economic downturn, magazine advertisers seem to be turning away from complicated custom ad programs in favor of simpler ads supporting traditional edit packages.

"In a really bad economy, everyone has gone back to the traditional forms of media that they know," says MaryAnn Bekkedahl, Rodale group publisher, explaining why the editorial side was largely spared during layoffs at Men's Health. Of the 111 cuts, only seven came from edit.

Bekkedahl says that since August, advertisers have been asking for off-the-shelf sales packages across print, digital and events businesses, rather than custom programs for each campaign.

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