Are Split-runs Still an Issue?

"If I were in the fashion and beauty advertising base, I'd be a little nervous about Cosmopolitan's 300,000-plns circulation," says Cunningham. "When Sports Illustrated came in, everyone said 'it's not cating anyone's lunch because there isn't a national...

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Bibliographic Details
Published in:Marketing 2004-10, Vol.109 (34), p.26
Main Author: Aster, Andrea Zoe
Format: Article
Language:English
Subjects:
Advertising revenue
Audiences
Editorials
Magazine industry
Print advertising
Online Access:Get full text
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Summary:"If I were in the fashion and beauty advertising base, I'd be a little nervous about Cosmopolitan's 300,000-plns circulation," says Cunningham. "When Sports Illustrated came in, everyone said 'it's not cating anyone's lunch because there isn't a national sports magazine.' But Harrowsmith (Country Life) took a hit because it advertised the same products-cameras, trophies and hockey shirts."
ISSN:1196-4650