For Consumer Product Strategy Professionals

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	December 22, 2008 Defending the Magazine Outflanking Online Competition by Barry Parr with David Card, Bailey Liackman

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Executive Summary

Blogging continues to grow in scope and influence, and more advertisers are including blogs in their media plans. Blogs and online reviews are increasingly competing with magazine publishers, especially those in vertical segments.

Key Questions

• How big a threat is the rise of blogs and online reviews to magazines' audience or advertising?
• How much do consumers trust professional reviews, reviews by other consumers, and reviews by bloggers?

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