In one of the national magazines that I have a subscription for, I noticed that some of the ads are for local stuff like a local retirement home, and that one of the articles about a bartender might have been regional content, too.
At least with the ads, it's clear that the magazine must be selling different space and printing different regional copies.
I wonder how long this has been going on. Could it be connected with the rise of computers and the internet, and the ease of graphic design and coordinating sales across different regions?
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