Why WOULDN'T you continue to advertise if a magazine company was going bankrupt? I'm not sure I understand the logic. As long as they're maintaining their newsstand distribution and subscriptions, they're no less valuable as advertising venues.One large advertiser, however, said that he would continue to advertise in the company's computer-game magazines "because they deliver the audience that I need."
If you were depending on ZD to pay you, I could understand caution. But an advertiser is a debtor to ZD, not a creditor, so if ZD went under completely the worst thing that could happen would be that there was nobody around to collect on their advertising bills.
Hope they pull through, obviously. (Anyone know where freelancers fall on the list of creditors after a Ch. 11 bankruptcy? :shock: )
Seems to me that even if ZD didn't emerge from bankruptcy as itself, the properties such as CGW, PC Mag, EGM, etc. are all such valuable names that someone else would be likely to pick up the trademarks and magazine staffs. But I doubt it would come to that.