MagazineMedia Marketing – Lecture 3

Objectives

•Understand the demand and supply of a magazine.

 •Factors of publishing a successful

magazine. •The Business of the magazine. •The trends and its future.

Magazines in our life Magazine

Magazines in our life

•Magazines have allowed people across class, social, and racial divisions to read common material, thus providing the basis (準則 ) for mutual (共同 ) understanding. It is a unifying (聯合的 ) force in our life.

Magazines in our life •As early as the mid-nineteenth century,

publishers (出辦商 ) began to recognize (認定 ) the value of market segments, or specific ( 特定的 ) categories (種類 ) of readers.

•Magazines adopted (採用 ) the practice of targeting specific segments of an audience rather than appealing (吸引 ) to the general public.

Magazines in our life

Magazines in our life

•Early specialization in publishing focused on subjects such as living, public affairs, education and banking, etc.

•Magazines continue this trend in the twenty-first century.

Audience Demand in Magazine Markets Magazine

Audience Demand in Magazine Markets •A magazine has to be in demand to

succeed.

•People can be looking for news on ▫a general topic, ▫advertising about companies or products,

or ▫information about new ideas

Audience Demand in Magazine Markets •In response to demand, magazine

publishers produce certain kinds of content.

•The two major markets are ▫consumer, with magazines selling editorial

content to readers, (為理想而出 ) and ▫advertising, with magazines selling readers

to advertisers (為三餐而出 ).

Consumer Market

Audience Demand in Magazine Markets

Consumer Market

•All publications need to find a market niche, which is defined as a portion (部分 ) of the audience a particular magazine gains as subscribers or buyers.

market niche

Consumer Market

•Magazine publishers have done so by providing information in greater depth than newspapers and by being more disposable (用完即棄 ) than books.

Consumer Market

•In addition, they carefully target their audiences. Audiences may be defined through various (不同 ) categories.

Consumer Market

•Each magazine strives (努力 ) to sell content and advertising to a specific segment of the total population that the publisher has selected as its target readership (讀者 ).

•The tastes of the target audience determine (決定 ) the nature (性質 ) of the magazine’s offerings.

Interesting Question…

•究竟市民影響傳媒？定傳媒影響社會？ •究竟市民影響雜誌內容？定雜誌影響社會文化？

Interesting Question…

•究竟市民影響傳媒？定傳媒影響社會？ •究竟市民影響雜誌內容？定雜誌影響社會文化？

我都唔知… 唔好問我…

Advertising Market Audience Demand in Magazine Markets

Advertising Market

•Initially (最初 ), magazine publishers relied (依靠 ) primarily on subscriptions for revenues.

•However, they soon recognized that they could broaden (擴大 ) their audience by allowing advertisers to pay part of the costs.

Advertising Market

•Today, advertisers search for media that are most appropriate for their product and message.

•Magazines compete with all media for consumers and for advertising.

Supplying the Audience’s Demand Magazine

Supplying the Audience’s Demand •To continue making money and survive (生存 ) as a business, magazine organizations have to stay in touch with their readers.

•As society changes, so do readers’ wants. The readers change, and so do the topic interest them.

Creating and Financing Magazines Supplying the Audience’s Demand

Creating and Financing Magazines •New magazines may get financial support

from special interests (為理想而出雜誌 ), but most often the support comes from business financiers who have experience in the industry or are willing to take risks in hope of high returns.(為三餐而出雜誌，甚至為賺大錢… )

Creating and Financing Magazines •Some magazines seek funds from

subscribers or from advertisers, but most magazines are supported by a combination of advertising and subscriptions.

Creating and Financing Magazines •More important than a great idea is its

execution, an idea must be packaged as a marketable product.

Creating and Financing Magazines •More important than a great idea is its

execution, an idea must be packaged as a marketable product.

人靠衣裝、佛靠金裝、好橋都要有好包裝

Magazine publishing process Supplying the Audience’s Demand

Magazine publishing process •To publish, magazines need the combined

efforts of publishers (出辦商 ), editors (編輯 ), writers (作者 ), graphic artists (美指 ), production staff (製作部 ), printers (印刷 ), ad managers (廣告部主管 ), subscription managers (訂閱部主管 ) , and distributors (分銷部 ).

•These staff members provide content, physical print production, ad or subscription support and distribution to the magazine’s reading public.

Publishing a Successful Magazine Magazine

Publishing a Successful Magazine •The list emphasizes (強調 ) that publishing

is a process. The number and size of departments and types of positions vary with each publication

•large consumer magazine staffs may employ several hundred people, whereas small specialized business publication might have fewer than ten people. (大有大搞，細有細搞 )

Publisher

•The publishers define the personality (性格 ) of the publication and works to ensure its financial success.

Editor

•Once the publisher has defined the magazine’s personality, the editor develops and shapes its identity.

•To successfully complete an editor’s mission, the managing editor, the articles editor, and department editors work together to give readers the information they want.

Advertising

•Advertising is often a magazine’s lifeblood ( 命脈 ).

•Advertising staffs may include only an advertising director and several sales people.

Design and Production

•The integration (綜合 ) of design and production has saved magazines millions of dollars and cut production time.

•Technology also has allowed publishers to print split runs and use selective binding.

Circulation

•The circulation staff gets the magazine to the reader through either subscriptions or newsstand sales.

•Publishers also design websites aimed at attracting subscribers.

•Popular newsstand dealers include owners of grocery stores (雜貨鋪 ), convenience stores (7-Eleven, Circle K) and bookstores (Page One).

The Business of Magazines Magazine

The Business of Magazines

•Today, trends in magazine publishing continue to reflect (反映 ) social and demographic changes, but magazines no longer play the cutting-edge (最重要的地位 ) social, political and cultural role they played in the past.

The Business of Magazines

•Instead, most magazines are seeking a specific audience, and many are competing for the same readers.

•Newsweek compete with Time to serve the reader who wants a weekly news roundup. Fortune is no longer alone; it has been joined by magazines like Business Week and Forbes.

Segmenting the Audience The Business of Magazines

Segmenting the Audience

•Magazine publishers are seeking readers with a targeted interest and then selling those readers to the advertisers who want to reach that specific audience.

Segmenting the Audience

•Today magazines also provide special editions that offer articles for readers with targeting advertising.

•Online magazines are available on the internet.

A Valuable Audience The Business of Magazines

A Valuable Audience

•The average magazine reader is high-school graduate, is married, owns a home and works full-time.

A Valuable Audience

•This is a very attractive audience for advertisers.

•Advertisers also like magazines because people often refer to an ad weeks after they first see it.

•Many readers say that they read the magazine as much for the ads as they do for the articles.

A Valuable Audience •This, of course, is

also very appealing to advertisers. Each magazine has at least four adult readers. This magazine sharing is called pass-along readership (傳閱 ).

Magazine Trends

Magazine

Magazine Trends

• The trend toward more refined (琢磨 ) audience targeting by magazines will continue.

• As the audience becomes more segmented, magazine publishers envision a time when they will deliver to each reader exactly what he or she wants to read.

• This means an infinitely defined readership, so that advertisers will be able to reach only the people they want.

Magazine Trends

•Changes in the way that magazines do business in the future will be affected by technology as well as the shifting economics of the industry.

•Magazine editors predict these developments for the media marketing of magazines:

雜誌發展運程大預測

Magazine Trends

Magazine Trends

•Online magazines will expand (擴展 ) magazine readership. Most major consumer magazines today publish online editions.

Magazine Trends

•Subscribers may be asked to pay as much as half of the cost of producing each magazine. If subscription prices rise substantially (相對地大 ), fewer people will be able to afford (付擔 ) to buy magazines, thus decreasing the potential audience.

Magazine Trends

•Advertisers will be able to target their audience better because magazines can divide their audiences by geography (地點 ), income (收入 ) and interest (興趣 ).

Magazine Trends

•More editors will review the final copy on a screen and transmit (傳送 ) the full-color product by satellite (衛星 ) directly to remote printing plants located for the quickest distribution to subscribers, newsstands, supermarkets, bookstores and other outlets.

Magazine Trends

•Magazine publishers are targeting new audiences for the twenty-first century. Slower population growth, an aging society, changing lifestyles and an increasingly diversified population are making new demands on magazines. If magazines are to survive, magazine publishers must learn how to satisfy the new demands.

Magazine Trends

•The magazine publishing industry is becoming more aware of the potential of diverse (多變的 ) readerships. From the late nineteenth century, women have been the biggest readers of magazines, Today, women are not the main target in magazines, male, children, parents and businessmen also play a major role in magazine readership.