Publishing Company Seeks to Recoup Money and Value Left on the Table Business Issue In early 2007, one of the largest US magazine publishing companies faced eroding profits in a shrinking market. Competitors were able to target more customer demographics due to quicker transitions to internet marketing & sales approaches, and more specific niche titles. The publishing company was playing catch up in creating web portals for its titles to increase web advertising and generating more sophisticated subscriber data to allow for more targeted marketing of customers. Furthermore, senior executives at the publishing company learned they were perceived as soft negotiators by advertisers and ad agencies because the publishing company often ended up coming into the negotiations at the last minute an

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