Magazine publishers are taking on ad agency role

09/4/2009 | NYTimes.com

Hearst and Conde Nast are among the major magazine publishers that are tailoring ads for marketers for specific titles, and on occasion, will permit the creative to run in other venues. "We've found we get much stronger results from advertising that is context-based by title," said Jeff Hamill, senior vice president of Hearst Magazines. "It's, how does our partner LG benefit from the relationship our brands have with our readers?"

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