Which of the following is an accepted magazine-industry practice regarding advertisers?

Abstract

The magazine industry is experiencing rapid proliferation of titles. This creates a challenge for magazine managers who must identify their competition and media planners and advertisers who must identify the appropriate magazines in which to place advertisements. This study introduces a metric based on core customer characteristics that serves as a similarity measure for deriving market structure. The metric has the practical advantage of being formed from syndicated readership data. A taxonomy of 81 magazines is developed that shows patterns of competition within as well as between submarkets. The strengths and weaknesses of this metric and the validity of the taxonomy are discussed.

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Authors and Affiliations

1. University of North Caroling at Chapel Hill, USA

   George R. Milne

2. the University of Massachusetts at Amherst, USA

   George R. Milne

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1. George R. Milne

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His research interests are in the marketing strategy and public policy areas. His work has been published in theJournal of Marketing, Journal of Public Policy and Marketing, Journal of Business Research, Marketing Letters, andJournal of Direct Marketing.

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Milne, G.R. A magazine taxonomy based on customer overlap. JAMS 22, 170–179 (1994). https://doi.org/10.1177/0092070394222006

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• Issue Date: March 1994

• DOI: https://doi.org/10.1177/0092070394222006

Keywords

• Niche Breadth
• Azine
• Niche Space
• Advertising Research
• Market Science Spring