Increasingly, publishers are targeting their readers through special interest publications (SIPs) that have become popular vehicles to generate additional single-copy revenues and build brand equity. For example, Des Moines, Iowa-based Meredith Corporation, publisher of Better Homes and Gardens, puts out over 100 SIPs per year. The publisher gets its ideas for its SIPs by seeing what sections are most popular in the magazine. In doing so, it will monitor consumer feedback, letters to the ...
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