Guideposts Maps Ad Strategy

by David Cosgrove

After 55 years, publishing company sees light in ad sales.

Succumbing to the realities of the magazine marketplace, Guideposts says it will now accept advertising for its primary inspirational title, Guideposts, for the first time in 55 years. Ads will kick in with the January 2001 issue.

"We decided that, in order for us to achieve our five-year goal, we can't do business as usual," says Janine Scolpino, Guideposts publisher since October 1999. "Given the choice to advertise with Guideposts or [sister publication] Angels on Earth, we chose to lead with our best and biggest." The five-year goal: to double the 20 million readers Guideposts says it now has in its fold. Guideposts has a 2.6 million paid circulation; the company's six titles have a combined circulation of 4.5 million.

Guideposts will not accept tobacco or alcohol ads, "only advertising that supports our wholesome and trustworthy environment," such as packaged goods, adds Scolpino. Guideposts will use the added revenue not only for acquisitions and to cultivate its Web strategy, but to give the title a more contemporary feel. Larger and more engaging photography will be used toward an eight-page increase per issue starting in August--with better paper stock, to boot.

John F. Temple, Guideposts president and CEO, says the publishing company is planning to launch a new title at some point in 2001. He wouldn't elaborate.