Publishers Court Late Ads With Production Shifts

Magazines may be far from declaring a full ad-page recovery, but some have managed to squeeze out extra ads by taking a page from their digital and broadcast rivals.

Many are pushing their production cycles nearer to the on-sale date, which in the case of monthlies traditionally has stretched as long as eight weeks. In doing so, they’re trying to eliminate timing as a potential objection from marketers, who for their part are making ad decisions more and more last minute.

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