Long Live the Reader

Breaking magazines' dependence on advertising

Most magazines have long focused on one goal: to meet advertisers' circulation targets, even if that means letting readers pay next-to-nothing for subscriptions. And as readership slips, some pundits are declaring "the death of print." But this need not be the case. By realigning incentives and becoming less dependent on advertising, magazines can take a step toward saving their industry.

DOWNLOAD

Click here for the current version of Acrobat Reader

For more information, please contact the authors:
Jim Singer
Greg Portell
Lisa Tan
Kimberley Capp

November 2009