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Exploring Leisure Marketing: Analyzing Advertisements in Leading Magazines for Young Professionals

This paper examines how leisure activities and products are marketed to a young, upwardly mobile demographic through major magazines like The New Yorker, Wired, The Atlantic, and Newsweek. By analyzing ad placement, audience representation, and product focus, this study highlights the connections between wealth, identity, and leisure. Key insights include the prevalence of luxury items, travel, and tech advertisements, as well as demographic trends in ad representation. Ultimately, the analysis sheds light on how leisure is commodified and presented as a marker of status.

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Exploring Leisure Marketing: Analyzing Advertisements in Leading Magazines for Young Professionals

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  1. Leisure and Wealth ValeryeAntantis CMC 100 – Paper 2

  2. Magazines • The New Yorker: politics/social issues/art/literature • Wired: business technology • The Atlantic: literary/cultural commentary • Newsweek: news/business • Audience: Young, upwardly mobile, educated people (or people who see themselves this way) • Paper will analyze how leisure is marketed to this demographic

  3. I. Type/Location of Ad • Most pages with advertisements in the first half (2 quarters) of the magazine New Yorker- 1-1/4: 65% 2-1/4: 52% (3-1/4: 16%, 4-1/4: 32%) Wired- 1-1/4: 68% 2-1/4: 60% (3-1/4: 52%, 4-1/4: 22%) The Atlantic- 1-1/4: 72% 2-1/4: 41% (3-1/4: 34% 4-1/4: 70% ) Newsweek- 1-1/4: 47% 2-1/4: 44% (3-1/4: 33% 4-1/4: 26%) • Advertisements in the second half of the magazine (where actual content/cover stories appear) are smaller, located in the margins of the text, and are more numerous New Yorker- 83% (of 16% pages with ads in the 3-1/4) are full or partial column ads, 92% (of 32% pages/ads in 4-1/4) Wired- 45% (of 52% pages with ads in 3-1/4) are full column, and 67% (of 22% pages with ads in 4-1/4) are full or partial column The Atlantic- 10% (of 34% pages with ads in 3-14) are full column, and 77% full or partial column (of 70% pages with ads in 4-1/4) Newsweek- 25% (of 26% pages with ads in 4-1/4) are full column • Products advertised (mostly travel, cars, “tech” and financial services) • The New Yorker: Accessories (17%), clothing (16%), travel (16%), art (11%), education & medicine (each at 7%) • Wired: “Tech” items (like televisions, computers, cameras- 31%), cars (18%), accessories (all watches- 11%), also alcohol (7%) and phones (10%) • The Atlantic: Cars (16%), books (16%), travel (16%), financial services (10%) • Newsweek: environmental/economic (33%), financial services (12%), medicine (12%)

  4. II. People in the ads • Ads with people: • New Yorker: 30% • Mostly women alone (43%), then men alone (21%) and couples (17%) • Wired: 36% • Mostly men alone (57%), then women alone (20%), and two men (13%) • The Atlantic: 60% • Mostly men alone (44%), then women alone (32%), and couples (16%) • Newsweek: 38% • Mostly men alone (38%) and groups (mixed gender, 25%) • Race: (Mostly white men and women) • New Yorker: • White men: 47%, white women: 47%, asian women: 3%, black women: 3% • Wired: • White men: 60%, white women: 21%, black men 15%, racially ambiguous males 3% • The Atlantic: • White men: 46%, white women 39%, black women 8%, black men %, asian women 2% • Newsweek: • White men: 48%, white women: 29%, black women: 18%, asian men: 5% • Identity: • 35% are doing leisure activities, 34% are in professional/work setting, 19% are travelling or abroad, and 12% are posing with a product. • Ads without people • Advertising mostly tech products like televisions and computers (13%), cars (11%), travel (10%), accessories (mostly watches, 9%), education/books (7%), “green” ads with economic emphasis (6%) financial services (5%)

  5. III. Overt Connections to Culture & Wealth • Topic • Many ads are about financial services, special credit cards, luxury items and travel abroad, which links to both wealth and culture -Rosetta stone ads, airline ads - Vanguard, economics/environmentalism • Setting/appearance • Class signifiers: style of dress, activities • Work signifiers: professional style of dress, briefcase, laptop • Copy • Many ads make reference to quality, excellence, being “the best”

  6. Ads

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