Magazines Assess the Year

NEW YORK – General interest monthlies are feeling the 1st QTR ’94 softness, though many are feeling positive about the year as a whole. Said Roberta Garfinkle, senior vp/director of print media at McCann-Erickson, ‘Every year we say it can’t get any slower, and every year it does.’ The weeklies say business is picking up a bit. Luxury import autos are sharply cutting 1st QTR, said one magazine exec, and domestic auto is also down, to a lesser degree. According to a Business Week spokeswoman, people are talking about NAFTA’s advertising impact. Already, the title has seen increased activity in the Latin American edition (circ. 17,000) from U.S. computer and financial services companies, as well as added schedules from Mexican banks in the U.S. edition, notably Serfin and Bancomer.
Copyright Adweek L.P. (1993)