Despite being old technology, magazines are tremendously successful: four out of five American households purchase magazines and each household buys an average of six different titles annually. Advertising in magazines has doubled in the last decade from a little less than $7 billion to nearly $18 billion annually. Why? "As you ponder the perils and opportunities posed by new technologies, as you study the dazzling possibilities in the Asia-Pacific region and weigh new cross-border initiatives, you might want to keep that simple truth in mind. It all starts with the reader."
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