Pages slip, but regionals remain upbeat - advertising pages in regional magazines - Brief Article

Folio: The Magazine for Magazine Management, Oct 15, 1994 by Rolf Maurer

Despite a 2 percent lag in ad pages through August, compared with the same period last year, regional publishers are optimistic about the future. Jim Fishman, publisher of Yankee (up 4 percent), foresees healthy growth for the seven-title group with the emergence of wiser media-buying strategies: "Media planners have taken to [buying into several regionals] at once, as if making a national buy, to take advantage of each regional's pull." Another title benefiting from that approach is Meredith Corp.'s Midwest Living, up 9 percent. Says publisher Tom Benson: "The last five issues have been record-breakers for us, partly due to a mature sales force that can cover our bases better than in the past, but also to a general appreciation of the economic strength of the area."

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