Raising the Revenue at a Small-Circulation Magazine: Geist Magazine Pursues National Advertisers

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(Project Report) M.Pub.
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This paper is based on research I conducted during the internship I d ~ d at Geist in the summer of 2004. As directed by Craig hggs for Geist, I worked on various special projects related to the magazine's pursuit of national advertisers. This project report explores why this is an opportune time for Geist to pursue national advertisers, as well as the challenges and opportunities the magazine faces. It outlines what makes a magazine a desirable medium for advertisers. It delves into the relationship between small magazines and their readers. It describes two ways in which advertising can appear in magazines: &splay advertising and corporate sponsorship. The project report also explains the steps Geist has taken and is taking in its pursuit of national advertisers: readership surveys and external evaluations in the form of Print Measurement Bureau analysis and a circulation audt.
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