A Total Value Package

September 1, 2000

Believe it or not, there are some magazines that I read as much (or more!) for the ads as for the editorial. That’s always the case for me with Vogue, and it’s sometimes true with home decorating and computer publications. A shocking admission for an editor, I know, but it’s true.

Maybe it’s true for you, too. Because if you’re like me, as a magazine reader, you often find value in the total package that’s being delivered by a publication--the editorial and the advertising. As an editor, I certainly like to think that the whole of the magazine we deliver each month is of value to you.

But from a few reader letters I’ve received recently, I know that some of you have begun to take issue with the growth of advertising in the magazine. You’ve noticed a steady increase over the last year, and you’re wondering whether this correlates with a decrease in the amount of editorial we provide each month.

Happily, no. In most issues, we run 35–40 pages of editorial content. This issue contains 40 pages of editorial and more than 50 pages of ads. As the amount of advertising increases, however, we do try to hold the amount of editorial constant (thereby increasing revenue while not increasing costs), and that may give readers the perception that we’re providing less editorial.

In fact, the upswing in advertising is good news on several fronts. First, it will allow this magazine, for the first time in its history, to completely cover its costs from advertising by the end of this year. That means that in 2001, REALTOR® Magazine won’t need any of your dues dollars to cover its costs; it will be a truly “free” benefit of NAR membership. That’s money NAR now has available for other benefit programs and critical industry initiatives.

The increase in advertising is also good news because of what it says about the magazine. Advertisers are, like you, businesspeople. They’re drawn to publications that are well read and well respected. So, as more and more REALTORS® tell us they find useful, compelling content in nearly every issue, more and more advertisers want to be in REALTOR® Magazine. It’s your magazine, so I hope that makes you feel proud.

The editor in me hopes you never read REALTOR® Magazinemorefor the ads than for the editorial. But I do hope that as you read the publication, you find the whole package we provide helpful to you in your business.

As always, we love hearing from our readers. You can e-mail me at narpubs@realtors.org.

Pamela Geurds Kabati is the former publisher of REALTOR® Magazine and senior vice president of communications for the NATIONAL ASSOCIATION OF REALTORS®.

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