Advertising Age Article Abstract
Marketers to Mags: Give Guarantees or We'll Walk
Exclusive: MediaVest Wields $900 Million to Land Issue-By-Issue Circ Promises
NEW YORK (AdAge.com) -- Media buyers long have been frustrated with many magazines' insistence on guaranteeing only average paid circulation -- instead of guaranteeing the paid circulation of specific issues in which ads actually appear. But now MediaVest USA has gathered support from heavyweight clients to make issue-specific guarantees a reality. ...