1. NO HOLDING BACK RATE CUTS.
- Author
-
Fitzgerald, Kate
- Subjects
- *
MAGAZINE advertising , *ADVERTISING , *PERIODICAL publishing , *PUBLISHING finance , *PERIODICALS , *RATE bases , *ADVERTISING rates , *RATES - Abstract
Reports on the increase in magazine-advertising rate discounts in the wake of a soft economy. Increase in the average rate card discount to 30.8 percent; Flexibility seen in the number of pages required in order for media buyers to get a discount; Categories showing sharper increases in discount rates, including mass-circulation magazines; Special-interest magazines offering media buyers the lowest discounts; View by most media buyers that basic rate cards are set artificially high.
- Published
- 2002