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John J. Palumbo

You Get What You Pay For

John J. Palumbo City and Regionals - 11/28/2007-15:43 PM

I have often said that anyone with basic Mac skills and the ability to pay a printer thinks they can be a player in the magazine publishing business these days. Most city & regional publications are having their markets diluted with freely distributed, rack-in-the-drugstore-vestibule publications. To a certain extent we are the victim's of our own success. Robust growth of the regional magazine business has resulted on healthy looking books in many markets and frequently forays into the bridal and shelter book markets by local publishers. Hence "the entrepreneurs" have been lured by the apparent riches they see in the four-color glossy pages of regionals.

Adding to the woes of reputable publishers is the fact that many of these neophyte entrepreneurs routinely and glaringly ignore all the MPA rules regarding editorial integrity on their pages. Our sales folks are routinely queried by advertisers conditioned by these publications- looking for free editorial ink as a thank you for their advertising commitments. The fact that these publications are four color glossies seems to lure some of the less knowledgeable local advertisers like a moth to a flame.

Emmis Communications has taken a leadership role in the city and regional publishing business by commissioning multiple studies in the markets where they own magazines to determine the "recallability" of these free rack and forced distribution publications. In every case the "other" non-audited publications are not even on the radar screen when it comes to recall and effectiveness of content-both advertising and editorial-in swaying the recipients buying habits.

The first question all of us need to ask advertisers when confronted with this merging completion is "Do you really know who is looking at your ad?"

Second one: "Do you think they are really spending time looking at it?"

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