Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Industry analysis
• and Industry trends

Keywords

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