TITLE

Get your advertisers to think long-term

AUTHOR(S)
Love, Barbara
PUB. DATE
October 1993
SOURCE
Folio: The Magazine for Magazine Management;10/1/93, Vol. 22 Issue 17, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on advertisers' obsession with accountability. Direct-response advertising; Study by the New York Times Magazine Group on the use of scanner technology; Conduction of another scanner-driven study by the Magazine Publishers of America; Failure of scanner technology to address magazines' ability to change attitudes; Advice to publishers on establishing objectives.
ACCESSION #
9401111710

 

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