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MPA president Nina Link disputed the dismal view, pointing out that Mediamark Research Inc. audience numbers for magazines have grown five percent over the past five years. "When you consider that about 15 to 16 percent of the distribution of magazines is on the newsstand, you can't just look at the newsstand numbers," she said. "And there was a lot going on — the first half of 2007 was up, and in the second half, you were seeing things like people testing higher prices, leading to smaller sell-through but higher revenue."
As for the desired goal of growing a magazine's Web site, Link argued that in addition to increasing digital revenues, the sites increase brand awareness for magazines, help draw in a high-value audience, and will hopefully convince advertisers to take note. — Irin Carmon
HAIL TO THE KIDS: The publisher position at Teen Vogue has finally been filled after a flurry of Condé Nast executive changes in January sent former publisher Gina Sanders to Lucky. Vogue associate publisher Laura McEwen will take the helm at Teen Vogue as of today. McEwen has roots in the teen category, having been publisher at YM and YM.com from 2000 until 2003. She joined Vogue as advertising director for the beauty category in August 2005, and was previously vice president, publishing director of Reader's Digest. While there, she helped launch that company's newest launch, Every Day With Rachael Ray. — Stephanie D. Smith