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WSU COMSTRAT 380 - Magazine Basics

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Comstrat 380 1nd Edition Lecture 18 Outline of Last Lecture I. What are the key print media characteristics?II. Newspaper BasicsIII. The newspaper industryIV. Newspaper ad salesV. Types of newspaper advertisingVI. Newspaper readershipVII. Newspaper basicsOutline of Current Lecture I. Magazine basicsII. Newsweek’s bumpy recession rideIII. Types of magazines IV. Controlled vs uncontrolled circulationV. Magazine ad salesVI. Magazine readership measurementVII. What are the out-of-home media characteristicsVIII. Outdoor advertisingIX. Size and formatCurrent LectureThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.I. Magazine basicsa. Over 90% of all US adults read one magazine per month, spending 44 minutes per issueb. Quality of reproduction is their greatest strength c. Health o the magazine industryi. It has weathered the recession and changing media environment relatively wellii. New magazines continue to emerge, especially those that target business markets and other growing segmentsiii. E-editions or Zines- online versions of traditional magazines, represent the greatest growth areaII. Newsweek’s bumpy recession ridea. Sales dropped rapidlyb. Dec 2012 print edition droppedc. Sold for $1 in 2010d. Today:i. New owners + business model that does not rely heavily on ad revenue = print edition returnsii. 90% subscriptions III. Types of Magazinesa. Consumer magazinesi. Aimed at consumers who buy products for personal useb. Business magazinesi. These target business readersii. Examples:1. Trade papers2. Industrial magazines3. Professional magazines4. Corporate publicationsc. In assembling their media mix, planners consider:i. Geography: national, regional editionsii. Demographics: age, income, occupationiii. Editorial content: general, women’s shelter, business, and special interest iv. Physical characteristics: 81/2 x 11, 6 x 9 most commonv. Ownership: publishing companiesvi. Distribution and circulation: subscriptions vs single-copy sales IV. Controlled vs uncontrolled circulationa. Controlled circulationi. Traditional delivery through newsstand purchases or home delivery via the US postal service b. Uncontrolled circulationi. Nontraditional or free delivery to specific audiences:1. Hanging baggedcopies or doorknobs2. Inserting in newspapers3. Direct delivery4. Electronic deliveryV. Magazine ad salesa. Ad costs are based on the size of the ad and circulation of the magazineb. Typical formats:i. Premium positions: back cover, inside conversii. Double-page spread: two ad pages face each otheriii. Bleed page: color goes to edge of the page iv. Gatefold: more than two connected pages that fold in on themselves v. Advertorial: ad page or section that looks like editorialvi. Multiple-page photo essayvii. Fractional page space: vertical or horizontal half-page, half-page double spread VI. Magazine readership membershipa. Magazine rates are based on guaranteed circulation a publisher promises to provideb. Circulation is the number of copies an issue soldc. Readership represents total audience, which included pass-along readers d. Alliance for audited Media verifies circulatione. MediaMarks MRI service measures readership for many popular national and regional magazinesf. Simmons Market Research Bureau provided psychological data on readersg. Starch, Gallup and Robinson provide information on audience size and behavior VII. What are the out-of-home media characteristicsa. Out-of-home advertising includes:i. Billboardsii. Hot-air balloons iii. Busesiv. Blimpsb. It ranks second to the internet in terms of growthVIII. Outdoor advertisinga. This included street and highway advertising, plus posters in public locations b. Two primary uses of outdoori. As reminder advertisingii. As a directional guide IX. Size and formata. Printed posters or painted bulletinb. Extensions: go beyond the rectangle borderc. Cutouts: present an irregular shaped. Digital displays: use wireless and broadband technology to change


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WSU COMSTRAT 380 - Magazine Basics

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