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9. Have you started to listen to radio over the Internet either at your computer or through your smartphone? What if you have to start paying a monthly subscription fee to listen to stations? Will you do so? Would you switch to satellite radio where you might also have to pay a 10. What are the potential liabilities and risks to consumers and advertisers of the consolidation of radio station ownership by a few, large media companies? 1. Since 1970, Mother Earth News has been the magazine of choice for environmental-minded consumers. The bimonthly lifestyle rag, which boasts national circulation of 470,000 readers, covers topics ranging from organic gardening and natural foods to green homemaking. Mother Earth News is not suitable for all advertisers, however; the magazine’s diehard environmentalist readers loudly protest companies that don’t meet high standards of sustainability. List pros and cons of placing ads in Mother Earth News, and identify two brands that should advertise in the magazine and two that should not.To complete this exercise, students will need to understand the advantages of magazines, research Mother Earth Newsin particular, and identify respected green brands. The advantage of magazines is that they have the ability
to attract and target a highly selective audience; Mother Earth Newsis selective with regard to lifestyle and special interest. Since it is a bimonthly publication, the magazine provides long life for ads—Mother Earth Newshas been known to reside on subscribers’ coffee tables for extended periods. However, Mother Earth Newshas limited frequency. In addition, many advertisers worry that it may be too selective, due to its demanding eco-minded readers. Even so, brands like Numi, Preserve, Whole Foods and Toyota Prius have much to gain by advertising with Mother Earth News. Businesses like Pepsico and Kellogg’s aren’t likely to appeal to the magazine’s readers.