Kendra_Ch12

Long Lead Time

A drawback of magazines is the long lead time needed to place an ad. Most major publications have 30-60 day lead time, which means space must be purchased and the ad must be prepared well in advance of the actual publication date. No changes in the art or copy of the ad can be made after the closing date. Long lead time means that magazine ads can't be as timely as other media, such as radio or newspapers, in responding to current events or changing market conditions. Some magazines are shortening the lead times required due to decline in ad pages and advertising revenue. The link I provided provides more information about long and short lead times.

https://indrapublicrelations.com/2014/11/21/long-lead-vs-short-lead/