Managing director of Expansive Media, Martin Mason, has criticised some magazines and newspapers for relying on freebies without considering how they tie in with editorial content.
The criticism comes on the back of recent sparring between newspapers over the issue of covermounted DVDs to boost sales.
"Newspapers and magazines have been spending thousands on poor DVD films and ropey rerecorded music compilations in a chase to halt the current sales decline. Universally it's considered ineffective," said Mason.
He added: "Publishers should not be afraid to innovate with cover mounts. There's a lot of laziness."
Expansive Media has worked with News International, Associated Press and Condé Nast in the past year, producing cover mounts that are closely linked with the editorial content of the titles.
Mason's company produced 11 cover mounts in November, which he says would suggest consumer publishers are moving away from a slap-dash attitude to freebies and are more willing to innovate.
"Unlike conventional cover mounts, the reader approval from our products is very high," Mason added.
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