Time Inc. Says That Decaying 1998 Issue Of People In Waiting Room Has Value

Is this room the key to the magazine industry’s survival?

In a study that is no doubt valuable but, in the age of fleeting magazine advertising, smacks of desperation, Time Inc. yesterday released the results of a study it commisioned to show value in “public place magazine reading” — those magazines scattered throughout doctor and dentist offices nationwide. According to the study, “more than 80 percent of readers take actions” based on what they read in magazines placed in such waiting rooms.

John Squires, Time Inc.’s co-chief operating officer, explains: “Public place copies are an important part of the magazine industry both for publishers and advertisers. We have always believed their presence adds value for our advertisers and readers and now we have a study that supports this.”