The magazine industry is in a flux and wondering if people will pay for digital content after they have been giving much of it away. Circulations are down and e-newsletters are everywhere. The advertising opportunities are confusing. There are Web pages, e-newsletters, e-blasts, classifieds, directories and finally the actual printed publication. Most of the options give you little if any information on actual open rates and click throughs.

There are so many options that they are in effect competing with each other and unless packages are better developed they affect one’s ability to make any impact on readership.

Sullivan is a marketing, planning and research consultant in Indianapolis, Indiana