Chapter 11 Kleppner

Chapter 11 Kleppner - Chapter 11 Using Magazines Successful...

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Chapter 11: Using Magazines Successful magazines: appeal to niche readers use advertisers for these target audiences Pros of mags: specialized mags allow for narrow target audiences have strong visuals for enhancing brand awareness regional/demographic editions that even greater target specific people mags are portable, have a long life and are often passed around (friends looking at other friends' mags) Cons: recently, mag audience growth has not kept up with increases in advertising (AD) rates— meaning, mags are among the most expensive media per prospect AD clutter, especially when mags use ads for 50% of space most mags have long AD deadlines, leading to a lack of immediacy on the message because of narrow audience/target, a single mag rarely reaches the majority of a market segment AD and Consumer Mags: 2002: ~4.6% of U.S. AD dollars spent in mags When TV came along, mags narrowed their target audience to specialize, rather than generalize More than 2/3 of mag titles have a circulation of <500,000 readers Mags similar to radio: have to constantly be aware of and redefine target audience 2003: Proctor & Gamble paid most for mag ads – this means mags are playing it safe and choosing leaders in the field rather than the under-dogs # of discounted subscription for even most popular mags means that maintaining or gaining readership is hard 5+ mags introduced every week Understanding Contemporary Consumer Mag Industry:
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Selectivity: Vogue , Maxim , Good Housekeeping and Business Week : all very different, yet all are leaders in AD revenue growth in recent years reaching the teen market has not always been effective: girls read more than boys, girls like Seventeen while boys like Sports Illustrated (and ads for teen boys shouldn't be in an adult mag like SI ); so marketers have to be content to reach narrow slivers of the teen market Evolution of modern mag: mid-1800s: mags targets special interest audiences, expensive, with little ads most were literary, political or religious late 1800s: with rising middle class, mass production and nat'l transportation, national brands could be heard about nationally in mags Cyrus Curtis sold his mags for cheaper but the ads in them earned him a fortune until radio in '20s, mags remained only nat'l AD medium even when radio came, mags still the only visual medium when TV came, mags changed from mass markets to “class markets” Cost v. Revenue considerations: rely on AD for existence typical: just over 46% ad pages in a mag Marketing costs: significant increases in cost of gaining and maintaining readers 85% sold through subscriptions since 1990, avg. cost of 1-year subscription decreased 16% only 50% of mag revenue comes from AD Postage and distribution costs: USPS has increased rates on postage, causing rift between mags and USPS
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Chapter 11 Kleppner - Chapter 11 Using Magazines Successful...

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