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Hearst Magazines has created an online portal — not for users, but for advertisers and agencies. AdAge notes the mag publishers is compelli…

Hearst Magazines has created an online portal — not for users, but for advertisers and agencies. AdAge notes the mag publishers is compelling marketers and agencies to send all advertising through its portal and will no longer accept ads delivered physically. The system will be fully in place this summer. Hearst hopes to make it easier to place ads across its various properties by requiring standard, uniform settings on the ads. This is also the idea behind the Online Publishers Association’s test of three distinct display ad formats.

Hearst also wants to give more flexibility to the lead time for when its print mags can accept ads. Magazines can lose potential revenue when an ad is submitted too late for publication and has to be dropped. The publisher has tried to reform the process and claims some success already. Hearst execs tell AdAge that Cosmopolitan’s has cut the lead time down from 48 days to 28 days. It expects to cut more when the system is in place.

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  1. Seriously, 28 days to get an ad to market? I'll add that I have no idea how much time it takes for the printer to start and finish printing.

    A better metric would be how many days of lead time are needed before sending the issue to the printer. If it is more than a few days for a stat ad print, they're missing out on a lot of potential high-value revenue (the "just-in-time advertising market" that is all moving online).

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