apply-some-pressure

abalk · 08/20/07 03:45PM

Men's Health acquiesces to the demand from MediaVest—the ad buying firm whose clients include Wal-Mart, Kraft, Coca-Cola, and Procter & Gamble—that "publishers guarantee each issue's circulation instead of averaging multiple issues like usual." Will other titles follow suit? There's a lot of bluster, but, yeah, probably. [AdAge]