Private Frazer’s Doomed Magazines

January 16, 2009

Horse’s ass

Filed under: B2B magazines,Chair by the door — privatefraser @ 9:01 pm
Tags: , ,

Sorry, sorry, sorry, three times in one week; I’ll have to rename the blog Centaur Parks. But this piece in the Grauniad was worth noting:

Centaur Media is considering closing Brand Strategy and Precision Marketing

As mentioned previously, Centaur is dangerously exposed in the current market, with most of its magazines being the ‘old model’ controlled circulation B2B titles. As we all know, as soon as the ads decline on these you suffer, so when advertising falls off a cliff you go with it. Precision Marketing has been included as a free insert with Marketing Week recently – whether that’s to keep circulation up or to save costs one doesn’t know – and Brand Strategy has stopped taking subscriptions (there are no figures on how many it had, but let’s assume it wasn’t many).

Earlier in the year, Centaur admitted to a strategic review of its business as it felt that its shares were undervalued. At that time (April) they were worth 84p, down from £1 when they floated in 2005. Centaur’s stock closed today at 31.50p – it appears that investors have been making a more realistic review of Centaur’s prospect than their board.

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