Women's magazine editors are usually pleased when their product appeals to large audiences. Their advertising directors, on the other hand, like to argue that the space they sell is surrounded by editorial copy that appeals to a very select crew. In competing with TV's undiscriminating mass appeal, they lean hard on their publication's selectivity.
When the ad department of Redbook Magazine began a campaign in trade publications and the financial sections of newspapers, it boldly set stringent limits on the editorial product that bills itself "for young adults." Said each of the...
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