Advertising Age reports that advertisers are demanding issue-by-issue circulation guarantees, as opposed to averages.
“The new power play reflects the growing demand for precision metrics in the media business, a drive fueled by an internet model that seems to promise instant accountability. It is also, though, part of a broader regime change in the industry, one that has delivered dominance to advertisers from media owners. Marketers now have too many options and have found too many ways to sell themselves, beyond traditional advertising, for publishers or broadcasters to keep setting the agenda. There’s a reason commercial ratings on TV have arrived at last: Advertisers seem to finally have enough leverage to force the issue.”