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| 3 biggest magazines trends in the last 50 years |
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| lad magazines, celebrity mags, shopping mags |
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| first magazines: Tattler and Spectator |
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| 1st 2 mags in america--American Magazine, general magazine (ben franklin) |
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| 700 mags available in the US |
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| socially--a rise of the middle class; economically--industrialization, a national economy; *magazines were only national medium* |
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| 5500 mags in the US; in 1903, Ladies' Home Journal reaches 1million readers |
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| the Golden Age of magazines |
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| Time mag/ national geographic/ life magazine |
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| tv is created, and there is an increase in specialized mags (in order to reach more audiences) |
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| the DOWNSIDE of mags today |
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| -the # of ad pages is down from 2000; -both subscription and newsstand sales are down from 2000; -more media are competing for reader's attention (tv, radio,etc); -more new, targeted media are competing for the same advertisers |
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| the UPSIDE of magazines today |
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| -total ad revenue is still going up; -mag advertising is "bullet proof"; -new mags are being started by publishers large and small; -it's a niche business; -newspapers are doing worse |
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| why do we read magazines? |
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| escape; fantasy; aspiration; status; self-definition; to be cool; to show off; to hear gossip; to join a club; to have a friend |
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advertising=cat
circulation=mice
editorial=cheese |
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| editorial vitality is measured by... |
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| (1) circulation renewal (2) newsstand sales (3) 'hot list' |
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| when people read mags, they thing more favorably of the ads b/c they're in their fav mag; they trust these mags so they trust the ads (credibility) |
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| magazine advertising (why it works) |
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| the halo effect; ads are part of the draw of mags; readers act on the ads; mags reach the right ppl and the richest ppl; ads are durable and portable; readers are undistracted by ads--they enjoy them as part of the experience |
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it is calculated by the ad cost//rate base/1000
the CPM of a mag that delivers high readership and not large competition will be higher. a low CPM is good |
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| the paid circulation that the publisher promises to advertisers |
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| the paid circulation that the publisher promises to advertisers; the publisher wants to get comfortably over the rate base w/ every issue (but not TOO much over b/c u will lose money) |
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| how do advertisers choose from diff mags? |
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| -look at CPM's; mag's own consumer research; the mag's current popularity |
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| mags=17cents for every dollar; tv=48cents for every dollar. (TV adverstising is cheaper) |
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| going from one year sub. to two year sub |
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| getting a sub. for a third year |
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| newspapers and controlled circulation |
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| subscriptions and single copy sales |
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| how do mags get new readers? |
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word of mouth; blow in or bind in card; white mail; renting list (junk mail); school fundraisers;
*in the end, mags are saved by renewals* |
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| fulfilling your obligation to your subscribers by sending them your mag; these places keep subscriber lists up to date and send mailing labels to bindery places at the printer |
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| Single copy sales occur at... |
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| Supermarkets; mass merchandisers (target/walmart); drug stores; convenience stores; bookstores; newsstands/misc. |
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| Newsstand sales are bad b/c... |
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| an individual mag costs more than if u had a subscription; there is a lot of competition on newsstands; |
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| this is how many mags actually get sold at a newsstand (avg sell-thru today is about 34%). aka--efficiency level |
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| (1) subscription renewals (2) newsstand sales |
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| in march 1893, he decreased the price of his mag (Munsey's mag) from 25cents to 10cents and his circulation increased from 40,000 to 500,000; he did this by shifting some of the cost of production to the advertiser. |
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| the ABC paid consumer publisher's statement |
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| anything offered to the subscriber as an added incentive if they order or renew a magazine subscription (free phone, etc) |
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| a subscription offer that says you can cancel after the first free issue if you dont like it |
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| how big is the magazine industry? |
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| the Postal Act is passed, allowing publishers to mail their magazines cheaply and easily |
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