As Louis DeJoy kills the joy in newspaper Mudville with the ever-continuing rate hikes (mixed with the ever-continuing kowtowing to Amazon), newspapers that deliver by mail (which includes some small five-day dailies these days as well as non-dailies) need to be rethinking their bromance with magazine inserts.
NOT tabs on newsprint.
Magazines on the gloss.
First, with newsprint cost issues, magazine stock, even cheaper, is on the rise.
Second, and to the point of this post, magazine stock, even the flimsier stuff, definitely weighs more than newsprint.
Those of us editors with some advertising experience, or GMs or small-town publishers, already know there's an issue as to whether or not magazine ads primarily poach from newspaper ads, anyway.
But, those quarterly neighborhood magazines often more than double the cost of the newspaper into which they're inserted.
And, are the ads paying for that?
Take my beloved nearest CNHI paper.
Its "holidays" quarterly issue of a month ago was 32 pages and just over 25 percent adhole. Not sure how much net profit that returned.
And, the editorial side, the printing turnaround time was slow enough that a "coming" event mentioned in a feature interview had already happened.
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