Hearst Magazines is starting to make it easier for advertisers to place ads in its magazines closer to their on-sale date, starting with Cosmopolitan, an executive there said.
With advertisers making spending decisions later and later, print buyers have been ratcheting up the pressure on monthly magazines to extend their ad close deadlines. Now, the time between ad close and on-sale date can run upwards of seven weeks.
While magazines are accepting ads closer to the on-sale date, few have changed their official close dates. An exception is Wenner Media’s Men’s Journal, which shrunk the time between ad close and on-sale to 26 days from 47 starting with its May issue.
Speaking on a panel at the Advertising Club’s Magazine Day April 14, Jeff Hamill, a senior vp at Hearst, said Hearst has pushed off Cosmo’s deadline by two weeks, with plans to increase that to four weeks by January 2010. Currently, there are seven weeks between Cosmo’s ad close and on-sale date.
Hearst plans to adopt the same schedule for Food Network Magazine, with a goal of extending the practice to all 15 of Hearst’s titles, Hamill said.
“It’s expensive, but we think it’s important for magazines to be on an even playing ground,” he said.