Contemporary LTC beats competitors in ad packages - Contemporary Long Term Care periodical

Contemporary LTC beats competitors in ad pages

Contemporary Long Term Care carried 44.5% of advertising aimed at nursing homes and other institutional long-term care providers through the first five months of 1990, according to data provided to Health Industry Today by its primary competitor, McKnight's Long-Term Care News. The latter carried 37.3% of advertising, Provider carried 14.1% and Modern Healthcare's Eldercare Business carried 4.1% of the ad pages run by industry manufacturers and suppliers, according to Andrew J. Weber, president and CEO of McKnight Medical Communications Co., Deerfield, Ill.

The data was included in a letter in which Webber pointed out that according to Contemporary Long Term Care's December 1989 publisher's statement, it had 9,195 qualified paid and 24,362 qualified non-paid (free controlled) subscribers out of 33,557 qualified subscribers as of December 31, 1989. CLTC also sends 1,112 copies to advertisers and their advertising agencies and 897 to non-qualified paid subscribers. In the May issue, Health Industry Today incorrectly reported that all of the magazine's 35,000 subscribers paid for their magazines. Qualified subscribers are those who have titles that the publisher decides will receive free copies.

Publisher's statements filed with the BPA, a circulation auditing service, show that Long-Term Care News had 292 paid and 33,894 non-paid qualified subscribers as of December 1989. It sent 1,012 copies to advertisers and their agencies and 532 copies to non-qualified paid subscribers.

Provider's statement showed that it mailed 23,720 copies to qualified non-paid subscribers and 771 to advertisers and agencies. It reported no paid subscribers as of December 31.

COPYRIGHT 1990 J.B. Lippincott Company
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