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Magazine covers as a flexible marketing tool

Date of publication: June 15, 1981

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Wolfgang A. Reinhardt

Abstract:

Up to now magazine covers have only been used to attract attention and to protect the inside of a magazine. With the help of a new technical complete manufacturing system - the DOOR-SYSTEM - it will be possible to employ the cover economically as a sales promotion instrument for the advertising business. The magazine will become a personalised direct advertising medium and will be able to ensure additional income for the publishing house. A case study demonstrates the proceedings.

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