Design engineering advertisers try cutting costs - Brief Article

Folio: The Magazine for Magazine Management, March 1, 1994

Cost-cutting measures drew advertisers away from the top two titles and into the smaller monthlies of the four-title design engineering category, resulting in an overall 3.6 percent drop in ad revenue last year. "Advertisers have become more bottom-line oriented," says Fred Rodgers, publisher of Designfax.

"A tough economy has drown component manufacturers to the two smaller magazines in the field"--Product Design & Development or Designfax, the latter of which jumped 35 percent in ad revenue last year. Meanwhile, Design News and Machine Design dropped 8 and 4 percent in the same period, respectively. One bright spot may be the increasing dependence on outsourcing by downsized companies like Eastman Kodak.