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You Lose, We Pay. Really?!

Here’s a scary situation: The Magazine Publishers’ Association in the US has begun to reimburse advertisers if the returns on their ad campaigns don’t cover the cost of the campaign itself. The MPA represents some 70% of US magazines. The reimbursement is either in actual money or in an equivalent amount of advertising space for future campaigns. What’s next? “Take-overs” on the football field?

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