Abstracts » Business

Salescall: The Washington Post Magazine

Article Abstract:

Demographically, the greater Washington, D.C. area is comprised of 3 million people who reside in Maryland and Virginia as well as in the District of Columbia (where only 20 percent of the population lives), and enjoy an average annual income of $40,000. On September 7, 1986, the Washington Post newspaper began publishing a Sunday supplement, The Washington Post Magazine, to meet this population's need for a city magazine. The Post's management believes that Washington will be the 'boom town' of the 1980s, and the magazine's consumer format and concentration on the Washington scene is designed to attract national advertisers that want to reach the 1,901,307 readers of the Washington Post. The magazine is being produced by the Post's Newsweek affiliate, and has hired a staff of magazine writers and editors rather than transferring people from the newspaper operations.

Publishing industry, Washington, D.C., Washington Post (Newspaper), The Washington Post Magazine (Periodical)

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Salescall: Gannett's USA Weekend debunks old myths about Sunday supplements

Article Abstract:

An analysis of the publishing of Gannett's USA Weekend (a Sunday newspaper supplement) features panelists: Michele Magazine (Eastern sales manager), Pat Haegele (publisher), and Ray Gaulke (president), as well as Howard Nass (media), Stan Weinstein (media planning), Alain Zutter (associate media director), and Jack Cohen (director of print media buying). During the discussion Gannet is described and qualities of USA Weekend are reviewed. Attention is focused on clearing up Sunday supplement myths: ad-edit ratios are 75 to 25, with low-end mail order ads; they enlist little color; they are editorially unfocused; and they are valueless because they cost nothing. Sunday supplements can effectively combine the retail advertising capabilities, and the positive position abilities of magazines.

USA Weekend (Periodical)

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Salescall: Golf Magazine shows how reaching upscale achievers is par for the course

Article Abstract:

Golf magazine, part of Times Mirror Publications, is a special-interest publication designed to reach wealthy, well-educated, achievement-oriented readers who enjoy golfing. A recent 'Salescall' panel discussion sponsored by Madison Avenue magazine about Golf's approach to reaching the upscale audience included: Steve Farella of Ammirati and Puris; Paul Zuckerman of DDB Needham; Ann Meschery of Backer and Spielvogel; Jack Jadick of Grey Advertising; and Vito DeGrigolio of Scali, McCabe and Sloves. Golf staff presenters included Dom Cabriele, Jim Giraldez, Jane Mulligan, and Peter Bonanni. Golf magazine enjoys a circulation of 850,000 readers, 45 percent of whom are college graduates. The median age of Golf readers is 39.

Conferences, meetings and seminars, Marketing, Times Mirror Co., Golf Magazine (Periodical), Sports publishing, Farella, Steve, Zuckerman, Paul, Meschery, Ann, Jadick, Jack, DeGrigolio, Vito, Bonanni, Peter, Giraldez, Jim, Mulligan, Jane, Cabriele, Dom

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