PUBLICATION PRINTING -- Getting the Numbers To "Ad" Up

Publishers face an uphill battle on that front, says Rick Marcoux, president of Magazine Services at Quebecor World North America. "Even in the face of remote controls, increasing numbers of cable stations and TiVo, television continues to capture more advertising revenue at the expense of magazine ad growth. The immediacy of broadcast, particularly when compared to the long lead times associated with magazines, continues to be a factor in advertisers' media buying decisions. Additionally, agencies still seem to generally view television as the more effective means of delivering client messages since it's viewed as a much more exciting and compelling medium," he explains.