Unsafe at any speed? MediaPost’s Michael Shields reports on plummeting automotive advertising pages in Fast Company but fails to speculate whether or not circulation padding controversies may have anything to do with it.
When it comes to the automobile industry, speed normally is a good thing. Just not when you’re headed in the wrong direction. That’s what the odometer watchers at Fast Company have come to realize during the first half of 2004, during which the magazine’s ad pages plummeted at high velocity, dropping 28 percent from the first half of 2003. This follows a successful run on the newsstand over the past year, where the magazine has been credited with surviving some tough times. Dan Rubin, executive vice president of Gruner + Jahr, blames Detroit, but adds, “It is a little misleading. The auto business really loves our book. Since there have been fewer launches this year [from auto makers], we do take a PIB hit.”
Is that “newsstand success” comment an inside joke or something?