MAGAZINES the medium of action Leonard T. Pineda I ABMC Dept.
TOP REASONS TO ADVERTISE IN MAGAZINES Magazines and magazine ads garner the most attention Magazine advertising is valuable content Magazines supply credibility Magazine print and digital audiences are growing Magazine advertising is relevant and targeted Magazines are a leading influence on word-of-mouth Magazine advertising sells
Magazines • Predictions made over the decades, in which each new medium was forecast to kill an existing one … Television was predicted to kill the movies Cable would put an end to broadcast The Internet would demolish television
Magazine: the medium to beat And now … reality: Consumers will keep anything that is relevant to them in their lives, even if it means adopting new behaviours and habits Media usage has grown as consumers find more compelling, personalized, and relevant new options, and integrate them into their daily media menus Magazines will stay relevant in an increasingly digital landscape
Magazine: the medium to beat A changing multimedia world … • The amount of media choice available today is having limited impact on the magazine experience • 92% of consumers read a magazine at least once a week • 94% of all consumers expect to read the same amount of magazines or more in the next 12 months Source: Magazine Experiences Europe 2010, Fortune Time
Magazine: the medium to beat A changing multimedia world … • Magazines allow consumers to customize their reading experiences Consumers want to be in control. They want to suit their reading experiences to their own tastes. Where they read magazines, how they read magazines, when they read magazines. Consumer controls results in engaged reach Source: Magazine Experiences Europe 2010, Fortune Time
Magazine: the medium to beat A changing multimedia world … • Magazines are described in terms of pleasure; their tactility and portability are key components of that pleasure • 54% of consumers claim that they like the look and feel of a magazine • Two thirds of consumers would still prefer to read a paper copy of a magazine rather than an electronic version The tactile nature of a printed magazine remains essential in a digital world Source: Magazine Experiences Europe 2010, Fortune Time
Magazine: the medium to beat A changing multimedia world … • Magazines are a ‘me-time’ medium: readers are less likely to multitask • Almost four in ten TV viewers (38%) surf the internet while watching TV • Over a quarter of Internet users (26%) uses a mobile phone at the same time One third of consumers (34%) set aside ‘special time’ for magazines
Magazine: the medium to beat A changing multimedia world … • A magazine is really good at serendipity Serendipity, the art of making happy and unexpected discoveries … While reading a magazine, you can flip to a random page and find something new that you never would have thought to search for.
Magazine: the medium to beat A changing multimedia world … • Magazines are the definitive means of establishing a regular dialogue Word-of-mouth recommendation is becoming the holy grail in an environment where consumer trust is critical to communicate and engage effectively Magazines influenceword of mouth
The Structure of a Magazine EDITORIAL ORDER AND FLOW OF A MAGAZINE Cover The cover is what entices readers to pick up the magazine. It has an appealing photo or illustration, cover lines, roof lines and a UPC code. TOC Also known as the Table of Contents, the TOC captures the personality and character of the publication.
The Structure of a Magazine EDITORIAL ORDER AND FLOW OF A MAGAZINE Masthead The nameplate of the magazine’s staff, the masthead is a recognition page like movie credits seen at the end of a film. Editor’s letter Written by the chief editor, the editor’s letter usually covers his or her thoughts on the issue’s theme, how it came into fruition, how it’s relevant and/or the part that should especially be read. Publisher’s letter The publisher’s letter is sometimes left out in some larger publications, but generally he or she talks about the magazine and how it relates to the bigger picture.
The Structure of a Magazine EDITORIAL ORDER AND FLOW OF A MAGAZINE FOB A common industry term for Front of Book pages, the FOB covers short roundups on different topics. Sections are short and are mostly assigned to junior editors, assistants and skilled interns. Feature Well The feature well is located at the center of the magazine and is usually 800 to 2,300 words. BOB The Back of Book is like the FOB, but it covers short closers like events, listings, essays, etc.