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 Blue-chip advertisers have plenty of complaints about the magazines 
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they advertise in,
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 ranging from inadequate consumer research to ad clutter and a seemingly unchecked proliferation of special interest magazines.
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 Criticism from such big advertisers as Estee Lauder Inc., Colgate-Palmolive Co. and Seagram Co. put a damper on the euphoria at the American Magazine Conference here.
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 The conference opened Monday with glowing reports about consumer magazines' growth in circulation and advertising revenue in the past year.
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 Magazines are not providing us in-depth information on circulation, 
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said Edgar Bronfman Jr., president and chief operating officer of Seagram, in a panel discussion.
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 How do readers feel about the magazine?
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 How deeply do they read it?
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 Research doesn't tell us 
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whether people actually do read the magazines
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 they subscribe to.
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 Reuben Mark, chief executive of Colgate-Palmolive, said 
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advertisers lack detailed demographic and geographic breakdowns of magazines' audiences.
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 We need research 
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that convinces us 
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that magazines are a real value in reader's lives,
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 that readers are really involved. 
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 The critics also lambasted the magazine industry for something
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 executives often are very proud of:
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 the growth in magazine titles during the 1980s.
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 Leonard Lauder, president and chief executive officer of Estee Lauder, said 
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consumer magazines are suffering from what he called niche-itis,the increasing number of magazines 
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that target the idosyncratic interests of readers.
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 Niche-itis fragments our advertising dollars, 
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said Mr. Lauder.
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 We are being over-magazined.
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 We are constantly faced with deciding which partnerships {with magazines} we can keep. 
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He added:
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 There's probably even a magazine for left-handed golfers . . .
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 but the general interest magazine is something 
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we all miss,
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 and it should come back.
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 Mr. Lauder also attacked what he sees as the wide imitation of Elle, a fashion magazine 
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published by Diamandis Communications Inc.,
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 and criticized the practice 
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of stacking ads at the front of magazines.
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 Readers don't want to face all those ad pages at the front of a magazine,
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 he said.
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 Magazine editors did not take the criticisms 
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lying down.
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 We spend a fortune on research information, 
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said Steve Burzon, publisher of Meredith Corp. 's Metropolitan Home.
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 And Tina Brown, editor of Conde Nast Publications Inc. 's Vanity Fair, said
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 advertisers are frequently asked to take advertising positions in the back of her magazine 
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to relieve ad clutter.
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 But advertisers wouldn't think of it,
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 she said.
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 Bernard Leser, president of Conde Nast, added:
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 Our research shows 
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we sell more of our heavier issues . . . 
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because readers believe 
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they are getting more for what they pay for.
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