Ads vs. Subscription Sales

• Magazines range from O(20-95%) ads

  • Time, Newsweek _ Vogue, Elle

• Websites (should) limit the number ads

  • But usually they don’t

• Both magazines and websites have the motivation to expose the ads

• Advertisers want to sell their product!

  • Ad efficiency

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Magazines care less if your ad sucks than a web site does – magazines are per impression based only!

Why advertise at the superbowl – cachét vs. selling product

(branding)

Psychic friends – who is up at 3am? Why not advertise on soaps? And why couldn’t they forsee their bankruptcy?