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TOP 100 BUSINESS TO BUSINESS TITLES
"There has been a hands off feeling in the need to produce volume, but some publishers have come clean and produced small issues." This observation by Sara Mayes, director of media at Nicklin Advertising, sums up the dilemma facing all publishers of specialist business titles: with volumes of advertising tumbling, except in the computer and medical sectors, should they protect the title's status by keeping close to ratecard and reducing pagination, or should volume be chased at whatever rate can be obtained?
Few titles will have found themselves in the fortunate position of Estates Gazette, the highest earning title in the first half of the year making it the number one magazine in the Campaign Report's Top 100. Despite a 40 per cent drop in commercial property sales, its existing low ratecard was adhered to. Whatever marginal spend there was swung behind it, and it was helped by its status as the only paid-for title …