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Advertising Analysis of a Consumer Magazine

Advertising Analysis of a Consumer Magazine. By: Bill Durrant and Bryan George . People’s Target Audience. Over 36 million adults subscribe to the magazine per year 65% of the magazine’s readers are female. 35% are male

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Advertising Analysis of a Consumer Magazine

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  1. Advertising Analysis of a Consumer Magazine By: Bill Durrant and Bryan George

  2. People’s Target Audience • Over 36 million adults subscribe to the magazine per year • 65% of the magazine’s readers are female. 35% are male • The target market for the magazine in terms of demographics is middle-class, working women • Of the approximate 24 million women readers, 68% of them are working women

  3. Ads vs. Content • Approximately half (50.2%) of People Magazines’ pages are devoted to advertising • Clutter Problem? • With half of the magazine taken up by so many different advertisements, it is extremely difficult to avoid having a clutter problem

  4. Who advertises in People? • Entertainment, Food, and Cosmetic ads have the highest frequency in People Magazine • Cosmetics ads are entirely focused on women. With 65% of People Magazine readers being female, this is to be expected

  5. What is the Editorial Climate? • People’s audience expects relief from their hectic schedule. Because of this, it seems that they only respond well to ads which are fresh, vibrant, and to be taken lightly

  6. Who Advertises in People? • Maybelline and Neutrogena • Primarily female market: one who makes many household decisions while keeping a job. They are reading People as a break from their lives • Brands that cater to females and families are dominating the market.

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