h a l f b a k e r yThere's no money in it.
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But would the additional costs (lost subscription/newsstand revenue, increased printing costs due to larger size and) be less than the increased ad revenue? For some publications (e.g., the Village Voice - low-quality printing, mainly ads) it might be--and they do this--but for a more photo-dependent magazing like TIME you're talking nonnegligble costs. |
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Additionally, if the ads get too prevalent the circulation will drop. People aren't going to go out and pick up TIME if it's the size of a phone book. |
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But if circulation for a brand-name magazine like Time goes up orders of magnitudes, Time can then charge MUCH more for ad space, and can sell the same amount of ads for more money, offsetting costs. |
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I mean, I'm no finance major, so don't quote me. |
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to address the problem of phonebook sized time, they good create 2 editions: free and $3.....oh, and jutta: SIGN ME UP! who needs all advantage anyway! |
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Baked. Web Techniques, InfoWorld, Internet World, and many other industry rags (in many industries) are free* to qualified** recipients. In this model the publisher has restricted circulation to a targetable subset of the population in an effort to make the advertising more effective and thus squeeze more revenue from it. |
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* "Free" meaning no money is exchanged. You do give them some marketing data. |
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** "Qualified" meaning that they are able to at least impersonate a person whose duties might include using the products or services of some of the advertisers. |
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