Word: suhler
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...depends less on readers than on advertisers, who for decades have made a cult of youth. "The thinking is that people over 50 are loyal to certain brands, so it's a waste of money trying to advertise to them," says Paul Hale, whose investment-banking firm Veronis Suhler advises media companies. Two earlier efforts to win More's audience, Lear's and Mirabella, collapsed, partly because of lack of advertiser enthusiasm...
Murdoch's holdings may sprawl over four continents, but there is a clear pattern. "Everything is English-language related, global related and media related," says John J. Veronis, head of Veronis, Suhler & Associates, the investment-banking firm that brokered the Triangle deal. Adds Investment Banker Steven Rattner of Morgan Stanley: "Other U.S. media are exporting their products, but Murdoch is the only one buying indigenous communication systems and linking them together...
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