Magazine Publishers Gaining Traction in Digital, Say Ad Execs

Leading general interest and women’s magazine companies have established a strong beachhead in the digital advertising business, according to the new MyersBizNet Advertiser Satisfaction Study. Leading the group is Hearst Magazine Interactive, which was rated positively (4/5 on a 5 point scale) by 77% of respondents to the MyersBizNet Study. In four categories of performance and value, all five of the leading general interest magazine companies included in the study of 29 legacy media companies’ digital efforts generated positive feedback from a majority of respondents.

Hearst Magazines was rated as best of class for “Value for the Investment,” and “Quality Sales Team and Customer Service.” Meredith Media Sales was highest ranked for “Innovation and Market Leadership” and “Premium Content and Audience Quality.” Hearst was also highest rated among the five companies for “Total Digital Audience Reach.” Only the digital sales efforts of Martha Stewart Living Omnimediawere negatively rated in any of the four performance categories, generating positive feedback among only 43% of respondents for “Value for the Investment” and 36% of respondents for “Innovation and Market Leadership.” The MyersBizNet study was conducted among 300 advertiser and agency executives pre-qualified as being involved in the digital media buying/planning/approval process. Full study details are available to MyersBizNet Premium and Platinum Members. For more information on the report, contact Jack Myers at jm@jackmyers.com.

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