Magazine publishers have believed that consumers and advertisers view them as very different from the daily newspaper. The paper is only read by the consumer for an hour, or maybe less. At the end of the day, it is gone. People will take an issue of Newsweek or Good Housekeeping around for days or even months. They may pick it up and read in several times.
Magazines have a longer "shelf life" than newspapers. That should make them more attractive to advertisers.
Some newspaper companies are actually going out of business. Others. like The New York Times Co. (NYSE: NYT) are facing the need to sell assets. The industry has crumbled in just a couple of years as information consumption has moved to the internet.
Early advertising results from this year show that magazines may be the next newspapers and that by 2010 some of them and the companies which own them may be in very deep trouble.
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