28 outubro 2002

VITAMEDIAS
Magazines Push to Raise Revenue: When ads were plentiful, as they were during much of the 1990's, publishers heavily promoted cheap subscriptions. The big circulation gains that resulted allowed them to charge companies more for the privilege of buying ads, and the additional dollars more than made up for the high cost of roping in new readers.
But now that the advertising market has collapsed, publishers are talking about charging their readers more, just as they vowed to do during the last downturn, in 1991. Unfortunately, years of bargains have left readers unwilling to pay more and the promises just as empty as they were the last time around.