Do they have a future both as a product, as well as online?? Yes...Because - Even though there is an increase inonline activity, where people get the latest newsinstantly … -Consumers and readers tend to trust Magazines more in general However, if magazine - Circulation revenue is up companies have both Source: BusinessWeek, 15th May, 2009 online content and a solid copy, then they will target - People like having a solid a wider audience copy, rather than pixelated content
How have audience habits changed when consuming the media? Teens spend approx. 31 hours a week online, where there are lots of instant celeb gossip, news, fashion blogs etc, which are all free More than a half of teens have more than one computer at home, so it’s easier to access , than going down to the shops to buy a magazineMore and new social networks that are constantlyevolving all the time to keep up with the numerousdemand - Twitter - Tumblr - Facebook - Blogger
AdvantagesUpdated instantly – magazines may be behind in news Free – magazines cost around £2-£5 Interactive
What has been the impact of this change on the magazine industry (production, exhibition, distribution and consumption)?Traditional media is moreof a threat than ever… TV -Increasing number of TV Books channels, where all tastes are available at the - Huge increase in same time teenage reading – Harry Potter - More teens have TV’s in their rooms, so they are more likely to watch TV Books compete with magazines than read a magazine for quite time Newspapers - Increased coverage of celebrities - Rise of free daily newspapers and access to parents papers - so there’s a higher impact than figures suggest
Online magazines - Sugar Magazine launched ‘sugarscape’ in December, 2007 to target the online teen market Its content is bright, fun, eye-catching and interactive, which appeals to the teen audience
However, the response to teen magazines in general is still widely mutedMany have little or even no onlinepresence And some of the information and articles are very basic and repetitive
How are audience’s habits going to change the way in which magazines are consumed, produced, distributed today?If consumers spend more time on theinternet, then magazines will try to adapt and addonline content to their magazine, such asCompany, who have told readers to install an appcalled zapper, which allows the reader to viewvideos when looking at certain images. Also, if consumers become more internet orientated then there will be less interest in magazines
What do audiences think of magazines? (do they trust them? How do they use them? What do they like/dislike about them?) However, some people don’t Audiences tend to trust magazines as they are like magazines, because well known names, and so would buy most products advertised in them. - Too much gossip So magazines could use this information and - Not fully rounded, some boost advertisements from sponsors to make people think that more money magazines focus on one area too muchAlso, magazines tend to be in waiting rooms, such - Too many advertisementsas doctors, opticians, dentists, orthodontists, hairdressers and even some libraries, so they aremainly used and read when waiting. This meansthat companies could perhaps sell to theseinstitutions to raise consumption
Have circulation figures dropped/increased?Yes, considerably, by 60% Went down from 41.2 million in 2002, to 15.5 million in 2009 This is probably because of fewer titles and circulation in magazines has decreased
However, adult men and women magazine sales have increased – despite the same challenges And so have teen magazines – 82% of girls aged 11-19 buy a magazines at least once a month (1/3) buy a magazine weeklyTop of the Pops circulation has been increasing since 2002 AND magazines like Grazia, if it wants or needs to increase circulation, will run editorials that appeal to the mass markets. However, this could cause the magazine to loose more of its ‘luxurious designers’ – The Guardian
What about the impact of advertising? (this is a fundamental aspect to the magazine industry…how will advertising influence its future?)Free magazines heavily rely on advertising as it’s theprimary source of income, so if advertisers decide tofocus on key titles, like Vogue, ELLE etc, then thesemagazines will more than likely die outBut, magazines are very important toadvertising companies as a number of studiesshow that consumers are more likely to findmagazine advertising acceptable and enjoyablecompared to other mediums Also, other studies have shown that consumers pay more attention to magazine adverts than ones on the TV or radio, thus impacting on product sales
So we know that magazines are animportant form of advertisement, buthow does this help magazine companies? Well, companies will be more willing to advertise in magazines than on the internet as they know how well magazine adverts sell their products, so they will continually invest in magazines, thus making the magazine business stable.
In your opinion what is the future of the magazine industry?Personally, I think that despite the decline in sales of magazines and a hugeincrease in the use of internet, there is still a future for magazines as wenever really completely replace old technology; instead we find anotherpurpose or use and make it evolve to survive, as kindle’s haven’t replacedbooks, photo’s haven’t fully replaced paintings – impressionism, cubism andsurrealism instead came out of the wood work to give a completely newlook on paintings
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