What big challenges do list brokers face in the consumer magazine market?
Likewise, the volume of new publishing lists coming on the market has diminished. Fewer new magazine files are available for variety of reasons, according to Heaney. • Publishers seem more reluctant to put new magazine lists on the market compared to past years. • Fewer new magazine titles are being launched compared to recent years. • The lifespan for newly launched magazines may be getting shorter. Sometimes magazines are discontinued before the circulation list ever comes on the market. For publishers it has become more difficult to maintain a circulation rate base using only lists from other magazines. This means brokers need to find viable alternatives with insert media, catalog lists, compiled lists, statistical modeling and using data more creatively, he said. Buyers lists offer many ways to find new subscribers by identifying affinities between catalog, direct response TV or other types of customers with existing magazine subscribers, and then targeting with specific list selec
