Magazine Industry in the US*

            


Details

Case Code : CLBS069
Publication date : 2009
Subject : Business Strategy
Industry : Magazine
Length : 08 Pages
Price : Rs. 100

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Key words:

Magazine industry, magazine readership, new media channels, subscriptions, single-copy sales, advertising revenue, circulation trends, consumer magazines, recession, US, North America

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The magazine industry in the US is facing some tough challenges with the emergence of the Internet as a strong medium, changes in the media consumption behavior of the population, and the advertisers demanding instant accountability for their ad spends. However, industry bodies argue that the trends are favorable with a strong readership base and that the magazines as a medium presented the advertisers with many benefits

Issues:

 » Industry analysis

 » Industry trends

Introduction

In the 2009/10 Magazine Handbook, the researchers claimed that magazines were showing favorable trends as readership remained strong despite the growth of new media channels. The total number of magazines had grown in North America from 17,970 in 1999 to 20,590 in 2008...


Questions for Discussion:

1. What are the issues and challenges faced by the magazine industry in the US? How can the challenges be overcome?
2. If you were given the responsibility of launching a new consumer magazine in the US, what would you do to ensure that it goes on to become a success?





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