Publishers Ease Ad Close Deadlines
For years, print buyers have complained about the historically long lead time between magazines’ ad deadline and on-sale date, typically upwards of seven weeks. Now, mirroring greater flexibility in broadcast media, magazines are starting to take ads closer to the on-sale date and narrowing the gap between ad close and sale date to get more pages in their struggling titles.
Hearst Magazines has shaved two weeks off its seven-week window at Cosmopolitan and intends to shrink the lead time to three weeks by January 2010.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in