ABSTRACT
This chapter covers the second most important revenue stream for the majority of consumer publishers – advertising and sponsorship. Consumer publishers estimate that 36 per cent of overall turnover comes from this area and B2B 40 per cent1. We will look at how this has been affected by the post 2008 recession and how magazine publishers have fared against severe competition from other media. The importance of the medium’s unique reader relationship will be discussed. We will also look at how a simple print advertising campaign is planned and bought, and how advertisement sales departments operate. Circulation auditing, readership research and demographic targeting are all key to the sales process and will also be examined in detail. The various revenue streams which make up advertisement turnover will be itemised and the chapter will conclude by looking briefl y at some emerging trends.
