National Magazine Regional Editions

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2007 GAA Convention Kansas City, MO
Production PARADE Magazine
National Magazine Regional Editions
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PARADE basic stats

• Sunday newspaper magazine

• 370 newspaper partners

• 35 million weekly print order

• 74 million readers each week

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PARADE basic stats

• 100 rotogravure

• Press delivered, no bindery

• 5 print sites, 3-10 million print order per site

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PARADE basic stats

• Mass market publication

• Must offer flexibility regional editions

• All regional editions created on press, with
  cylinder changes

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Why regionalize?

• Regional ads can be a gateway into a national buy
  allows advertiser to experience PARADEs
  effectiveness

City
Market
State
Region
Parade A run
National Buy
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Why regionalize?

• Some regionalization is newspaper-driven

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Why regionalize?

• Some regionalization is editorial-driven

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Future strategies
2. Work on incrementally reducing cylinder costs
and prep time, focus on traditional gravure
strengths with wider presses and higher yields