Mike Johnston wrote:
>
>
> When I took over at _Photo Techniques_, the ad content was down to 12 3/4
> pages in the issue before my first one. I think the highest one of my issues
> ever sold was 27 pages or something like that. Maybe it was 25. I don't know
> what _Photo Techniques_ is doing in advertising right now (haven't seen any
> recent issues) but it probably isn't 25 pages.
>
> --Mike
>
When I was Managing Editor at Hearst's Motor Magazine, our break even
was about 40 ad pages, with a 60/40 editorial/ad split. We met that
quota for quite a few years. I think our biggest issue was around 150
pages. We rarely ran house ads or freebies. We did sell "advertorials."
These were basically articles that featured an advertisers product. They
ran for multiple pages and were discounted. But we discriminated. If it
wasn't a good read for our audience, we didn't do it. The magazine
business is a lot of fun. I miss it, but the monetary rewards were slim.
Paul Stenquist
