ERIC Number: ED205976
Record Type: Non-Journal
Publication Date: 1981-Aug
Reference Count: N/A
Metropolitan Magazine Boom Continues, but Problems Remain.
Fletcher, Alan D.; Vanden Bergh, Bruce G.
The publishers and editors of 61 metropolitan or regional magazines responded to a questionnaire designed to assess the current state of the local magazine market. Most of the respondents cited the "community pride" theme as the biggest reason for the rapid increase in popularity of "local" magazines, and the fact that the affluent and educated audience was very attractive to advertisers. Poor local news coverage by newspapers and television was also cited as a reason for the growth of such publications. Respondents also cited several major problems facing local magazines, including competition for advertising and circulation from newer publications entering the market and the difficulty of attracting national advertising. Rising costs and difficulty in attracting competent writers were also reported as problems. In response the question of what they were doing to solve some of these problems, most publishers mentioned increasing sales efforts, educating advertisers about their product, and upgrading the quality of their magazines. They also planned to study reader interests, and explore ways to cut costs. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A