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A Couple Year-End High Notes

A pair of success stories to ease the pain of this year’s grim economic news.

Bill Mickey By Bill Mickey
12/18/2008 -04:20 PM

It's not all doom-and-gloom out there. Good news is to be had, and we'll take whatever we can get.


Hallmark Magazine just announced some impressive ad numbers: Up 30 percent in pages in 2008 versus 2007—the only magazine in its category to do so, says the publisher. Yet this wasn’t based solely on a pretty print picture. The magazine has an impressive integrated approach to selling beyond its 800,000 rate base. Buying three pages gets the advertiser TV exposure on the Hallmark Channel (21 million viewers, Bam!); “database reach” (27 million names, Pow!); and book and online exposure. But here’s the kicker: “Often for no extra money,” adds publisher Carol Campbell Boggs. This might lift the print boat for Hallmark, but does that value-add approach make things more difficult in, say, lead-gen and online ad sales?





Garden & Gun (I still love that name!), the regional magazine with a national following, which launched in 2007, reports that it will be cranking up its rate base from 150,000 to 200,000 in 2009. Frequency will bump up one more issue to 8. The magazine just relaunched its Web site as well, boosting its fresh content additions for “all things Southern.”  A new, twice-weekly opt-in newsletter is in the offering, in addition to two new blogs.

Bill Mickey is editor of Audience Development and Folio: magazines.

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