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An interview with media consultant and visionay Juan Senor about the future of print.
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The magazine association of the United Kingdom, PPA, has conducted a new piece of research: Magazine Advertising in a Recession. The work draws on a variety of UK and international research studies to show the heightened importance and value of advertising during a downturn.
Lessons from past recessions are provided and a number of case studies are presented to highlight how companies can effectively use magazines to help achieve their advertising goals and to influence hard-to-reach consumers during tough economic periods. The presentation can be downloaded from this website: http://www.ppamarketing.net/cgi-bin/go.pl/presentations/article.html?uid=409 (Source: fipp.com, 03 June 2009)
The British based Dennis Publishing has launched its motoring title Evo in the Czech Republic. The bi-monthly title has a cover price of Kc89 or (€3.30). The publishing firm also launched some of its online products in the Czech Republic, like the online technology magazine iGizmo (www.igizmo.cz) and the automotive online magazine iMotor (www.imotormag.cz). Both magazines are distributed every month online, and are freely available to subscribers. (Source: fipp.com, 09 June 2009)
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AEEPP, the Spanish trade association for press publishers, has asked the government to lower advertising taxes as a way of overcoming the current economic crisis.
According to AEEPP advertising actively encourages domestic growth. They proposed to Government to reduce VAT and provide other financial incentives to encourage businesses to maintain and increase their advertising investments during the crisis.
Amongst other measures AEEPP also consider necessary a national plan to promote reading, financial incentives for the media and the postponement of other Government taxes.
They have also requested clear, stable and consistent regulations for the distribution of magazines by the national post office, with reduced rates for businesses; as well as opening up other incentives that will help lead the publishing industry out of the crisis.
AEEPP has 140 members who publish 680 publications. (Source: fipp.com, 03 June 2009)