Major Ad Buyer Tells Magazines It Won't Buy Tablet Circ Like It's Print Any More
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MediaVest, an influential media-buying agency with clients including Coca-Cola, has told at least eight publishers that it will no longer count iPad and other tablet circulation toward their magazines’ circulation guarantees, people familiar with the situation said.
The move could undercut the amount of money publishers get for ad pages, which remain their most important revenue source, even in decline.
Publishers were skeptical about the motivation, with several executives calling it a media-agency tactic to fetch lower rates for their clients. But it echoes demands that media buyers made back in 2012, when they argued that “the time has come for rigorous transparency and accountability” — and separate circulation guarantees for print and tablet editions.
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