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 Magazine analysis Magazine analysis Presentation Transcript

  • 1 g t Vuon a Haup Gupt es rvant es | Ce 09 nalysis S znes in gn A | Desi ga i azinesMag Mgaa az M is is sue: i n th lysis ram ana diag era ork w net ct anal ysis a rtifa matrix ins ight map pos ition rofile ribu te p att Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 2ERA ANALYSIS300 year history Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 3ERA Analysis: A 300 year old industry ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 1700 1800 1900 2000 ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 ERA 7 1700s 1880 1900-1930 1930-1970+ 1970-1990 1990-2000 Present INTELLECTUAL GENERALIZATION INDUSTRIALIZATION STANDARDIZATION LEISURE INFORMATION AGE COLLABORATIONCONTENT Literature, essay, Commentary, muckraking, Photography, documentary, Advertisers influence content, Small press renaissance, less newsy, amplified audience, Enticing, advertise driven, commentary, satire, documentary, book-like journalism, editorial, format news magazines, editorial, entertainment, general-interest, information driven, quality full community created and text heavy, book-like changes, advertising enters slick is in news, pictures, design color print spreads. verified contentACCESS Payment to a social class entitled General public has access to media. Access to a greater number and variety member to subscription of magazines through stand purchase Subscription and retail services are and subscription. available to a wider audience.ECONOMIC Distinct upper-class and Distinct upper-class and Growing lower class (WWI) Emerging middle class Emerging disposable income Prosperous Recession lower class lower classPOPULAR MAGAZINES , The Review, Tatler, Spectator, McClure’s, Munsey’s, Life, National Geographic, Fortune, Time, New Yorker, Vogue, Interview, GQ, Ray Gun, Colors, Wired, Good, “T”, Make, stopsmilingEMERGING MAGAZINES mostly British magazines America opens the market Saturday evening post, Ebony, Life, People, Esquire, Rolling Stone, Sports Maxim The Little Review Playboy, Highlights Illustrated, Men’s HealthVALUES OF MAGAZINE Distinguish your social General knowledge, General knowledge, Special interests, informal, Self-image and maintenance, Pop-culture, information, Useful, digestibable,COMMUNITY status and scene. Education information information democratic, slick and glossy, pop-culture. time, aesthetics, individuality stylish, compelling, enticing, and knowledge. Opinions news-oriented identity, sustainble of other intellectuals.CULTURE Intellectuals, knowledge Specialized social sectors, By demographic, increased Reader tolerates advertising, Self-oriented interests Information seeking Content collaboration, and seekers. conformists interest-based demoninator, and consumes, accepts networking industry monitors consumer standardization trendsINFLUENTIAL TECHNOLOGY Printing press Printing press + Analog TV, Cable Internet Internet, mobile media, mass production media convergence Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 4ERA Analysis: A 300 year old industry ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 1700 1800 1900 2000 ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 ERA 7 1700s 1880 1900-1930 1930-1970+ 1970-1990 1990-2000 Present INTELLECTUAL GENERALIZATION INDUSTRIALIZATION STANDARDIZATION LEISURE INFORMATION AGE COLLABORATIONCONTENT Literature, essay, Commentary, muckraking, Photography, documentary, Advertisers influence content, Small press renaissance, less newsy, amplified audience, Enticing, advertise driven, commentary, satire, documentary, book-like journalism, editorial, format news magazines, editorial, entertainment, general-interest, information driven, quality full community created and text heavy, book-like changes, advertising enters slick is in news, pictures, design color print spreads. verified contentACCESS General public has access to media. Access to a greater number and variety Times have changed... Payment to a social class entitled member to subscription of magazines through stand purchase Subscription and retail services are and subscription. available to a wider audience.ECONOMIC Distinct upper-class and Distinct upper-class and Growing lower class (WWI) Emerging middle class Emerging disposable income Prosperous Recession lower class lower classPOPULAR MAGAZINES , The Review, Tatler, Spectator, McClure’s, Munsey’s, Life, National Geographic, Fortune, Time, New Yorker, Vogue, Interview, GQ, Ray Gun, Colors, Wired, Good, “T”, Make, stopsmilingEMERGING MAGAZINES mostly British magazines America opens the market Saturday evening post, Ebony, Life, People, Esquire, Rolling Stone, Sports Maxim The Little Review Playboy, Highlights Illustrated, Men’s HealthVALUES OF MAGAZINE Distinguish your social General knowledge, General knowledge, Special interests, informal, Self-image and maintenance, Pop-culture, information, Useful, digestibable,COMMUNITY status and scene. Education information information democratic, slick and glossy, pop-culture. time, aesthetics, individuality stylish, compelling, enticing, and knowledge. Opinions news-oriented identity, sustainble of other intellectuals.CULTURE Intellectuals, knowledge Specialized social sectors, By demographic, increased Reader tolerates advertising, Self-oriented interests Information seeking Content collaboration, and seekers. conformists interest-based demoninator, and consumes, accepts networking industry monitors consumer standardization trendsINFLUENTIAL TECHNOLOGY Printing press Printing press + Analog TV, Cable Internet Internet, mobile media, mass production media convergence Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 5ERA Analysis: A 300 year old experience ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 1700 1800 1900 2000 ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 ERA 7 1700s 1880 1900-1930 1930-1970+ 1970-1990 1990-2000 Present INTELLECTUAL GENERALIZATION INDUSTRIALIZATION STANDARDIZATION LEISURE INFORMATION AGE COLLABORATIONCONTENT Literature, essay, Commentary, muckraking, Photography, documentary, Advertisers influence content, Small press renaissance, less newsy, amplified audience, Enticing, advertise driven, commentary, satire, documentary, book-like journalism, editorial, format news magazines, editorial, entertainment, general-interest, information driven, quality full community created and text heavy, book-like changes, advertising enters slick is in news, pictures, design color print spreads. verified contentACCESS Payment to a social class entitled General public has access to media. Access to a greater number and variety member to subscription of magazines through stand purchase Subscription and retail services are and subscription. available to a wider audience.ECONOMIC Distinct upper-class and Distinct upper-class and Growing lower class (WWI) Emerging middle class Emerging disposable income Prosperous Recession lower class lower classPOPULAR MAGAZINES , The Review, Tatler, Spectator, McClure’s, Munsey’s, Life, National Geographic, Fortune, Time, New Yorker, Vogue, Interview, GQ, Ray Gun, Colors, Wired, Good, “T”, Make, stopsmilingEMERGING MAGAZINES mostly British magazines America opens the market Saturday evening post, Ebony, Life, People, Esquire, Rolling Stone, Sports Maxim The Little Review Playboy, Highlights Illustrated, Men’s Health Yet the options to buy magazines are limited to subscription and buyingVALUES OF MAGAZINE Distinguish your social General knowledge, General knowledge, Special interests, informal, Self-image and maintenance, Pop-culture, information, Useful, digestibable,COMMUNITY status and scene. Education information information democratic, slick and glossy, pop-culture. time, aesthetics, individuality stylish, compelling, enticing, and knowledge. Opinions news-oriented identity, sustainble of other intellectuals. from the stand. CULTURE Intellectuals, knowledge Specialized social sectors, By demographic, increased Reader tolerates advertising, Self-oriented interests Information seeking Content collaboration, and seekers. conformists interest-based demoninator, and consumes, accepts networking industry monitors consumer standardization trendsINFLUENTIAL TECHNOLOGY Printing press Printing press + Analog TV, Cable Internet Internet, mobile media, mass production media convergence Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 6ERA Analysis: A 300 year old industry ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 1700 1800 1900 2000 ERA 1 1700s INSIGHT: ERA 2 1880 ERA 3 1900-1930 ERA 4 1930-1970+ ERA 5 1970-1990 ERA 6 1990-2000 ERA 7 Present INTELLECTUAL GENERALIZATION INDUSTRIALIZATION STANDARDIZATION LEISURE INFORMATION AGE COLLABORATION 4 tensions in the industry:CONTENT Literature, essay, Commentary, muckraking, Photography, documentary, Advertisers influence content, Small press renaissance, less newsy, amplified audience, Enticing, advertise driven, commentary, satire, documentary, book-like journalism, editorial, format news magazines, editorial, entertainment, general-interest, information driven, quality full community created and text heavy, book-like changes, advertising enters slick is in news, pictures, design color print spreads. verified contentACCESS Payment to a social class entitled General public has access to media. Access to a greater number and variety member to subscription of magazines through stand purchase and subscription. 1) ndustry faces threats and competition I Subscription and retail services are available to a wider audience.ECONOMIC from digital media Distinct upper-class and lower class Distinct upper-class and lower class Growing lower class (WWI) Emerging middle class Emerging disposable income Prosperous RecessionPOPULAR MAGAZINES ,EMERGING MAGAZINES 2)  imited innovation with channel of distribution L The Review, Tatler, Spectator, mostly British magazines McClure’s, Munsey’s, America opens the market Life, National Geographic, Saturday evening post, The Little Review Fortune, Time, New Yorker, Ebony, Life, People, Esquire, Playboy, Highlights Vogue, Interview, GQ, Rolling Stone, Sports Illustrated, Men’s Health Ray Gun, Colors, Wired, Maxim Good, “T”, Make, stopsmiling (Buy at stand or subscribe) 3) Media convergence 4) ncreasing diversity and easier access IVALUES OF MAGAZINE of content create heightened expectations Distinguish your social General knowledge, General knowledge, Special interests, informal, Self-image and maintenance, Pop-culture, information, Useful, digestibable,COMMUNITY status and scene. Education information information democratic, slick and glossy, pop-culture. time, aesthetics, individuality stylish, compelling, enticing, and knowledge. Opinions news-oriented identity, sustainble of other intellectuals.CULTURE Intellectuals, knowledge Specialized social sectors, By demographic, increased Reader tolerates advertising, Self-oriented interests Information seeking Content collaboration, and seekers. conformists interest-based demoninator, and consumes, accepts networking industry monitors consumer standardization trendsINFLUENTIAL TECHNOLOGY Printing press Printing press + Analog TV, Cable Internet Internet, mobile media, mass production media convergence Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 7NETWORK DIAGRAMmapping the industry Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 8Network Diagram: Mapping the industryContent flow Advertiser Editorof Magazine Publisherindustry Printer Paper Version Subscription Distributor Digital Retailer READER Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 9Network Diagram: Mapping the industry Advertiser EditorOur Scope Publisher Printer Paper Version Subscription Distributor area of interest Digital area of interest Retailer READER Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 10ARTIFACT ANALYSIS Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 11Artifact Physical Attributes MetaphorsAnalysis: Lightweight Thin Notebook Oprah on paper Glossy Paper Blog Tabloid Catalogue Journal Eye Candy Portable Static Prdetermined Wireless Activities Associations Etertainment Planning Waiting Rooms Travel Decorating Fashion Bathroom Cooking Business News/Current Events Down-time Multi-activities Reviews Book alternative Break Salon/Barbershp Design Gossip Commute Leisure Pictures Inspiration Profession Pornography Communicating Reading News Glossy Dynamic/Semipredictable Scrapbooking Playing Collectible Historical Designing Fitness Cheap Health Aesthetic Convenient Disposable Education Music DIY Discovery Low-commitment Tangible/Observable Intangible/Context Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 12Artifact Physical Attributes MetaphorsAnalysis: Lightweight Thin Notebook Oprah on paper Glossy Paper Blog Tabloid Catalogue Journal INSIGHT: Eye Candy Portable Wireless Static Prdetermined Magazines are disposable, convenient and portable. This is what sets them apart from digital offerings and other Activities Associations substitutes. Waiting Rooms Travel Etertainment Planning Decorating Fashion Bathroom Cooking Business News/Current Events Down-time Multi-activities Reviews Book alternative Break Salon/Barbershp Design Gossip Commute Leisure Pictures Inspiration Profession Pornography Communicating Reading News Glossy Dynamic/Semipredictable Scrapbooking Playing Collectible Historical Designing Fitness Cheap Health Aesthetic Convenient Education Music Disposable DIY Discovery Low-commitment Tangible/Observable Intangible/Context Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 13Are there opportunities toleverage these qualities toattract subscribers? Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 14INSIGHT MATRIXsymmetric Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 15Survey:69 participants were surveyed about theirmagazine reading experience. Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • Reading specific articles online 3 3 0 0 2 2 2 3 0 0 0 0 0 0 2 0 0 0 0 2 3 3 3 3 Key 16 0 1 2 3 Matrix1 0,0 to is related !21;22!17;18!13;14!17,18;19!3;4!24;23!11;10!17,18,19;20!2;1!9;8!11,10;12!3,4;5!17,18,19,20;16!9,8;7!20,19,18,17,16;15!3,4,5;2,1!9,8, 10,9,8,7,6,5,4,3,2,1;15,16,17,18,19,20,21,22,23,24!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,24!INSIGHT MATRIX:  ubscribing vs. Buying from the Stand S Buying on impulse (coverstory, at checkout) Supporting other activities (cooking, DIY) Read quickly, flipping through, skim Getting free subscription to home Always having them around home Expecting one every month/week Motivating subscribing through mail-in offers Repurpose magazine (scrapbook) Disgarding subscrptions (unread) Choosing from a large selection Immediately purchase and read Exploring variety of magazines Reading specific articles online Saving Magazine as referenceActivities Attributes Decorating with magazine Pass time when traveling Caring about aesthetics Professional Learning Getting a deal/offers Subscribing online Take it anywhere Buy from stand Leisure reading Saving time Expecting one every month/week 3 3 2 2 3 2 1 2 2 0 2 1 3 3 3 0 0 1 0 2 0 1 1 3 Convenience 3 Saving time 3 3 1 2 2 3 2 1 1 0 0 1 2 1 0 0 0 0 0 1 0 0 1 3 subscribing through mail-in offers 2 1 3 2 0 0 0 0 0 0 0 0 2 2 0 1 0 0 0 0 0 0 1 0 Getting a deal/offers 2 2 2 3 3 0 2 0 1 0 0 0 3 2 2 0 0 0 0 0 0 0 0 0 Subscribing online 3 2 0 3 3 0 0 0 0 0 0 0 3 3 1 0 0 0 0 0 3 3 2 2 Read quickly, flipping through, skim 2 3 0 0 0 3 2 0 0 0 0 1 2 1 1 2 2 0 2 0 2 1 1 2 Supporting other activities (cooking, DIY) 1 2 0 2 0 2 3 2 2 1 0 0 1 3 2 3 0 0 0 0 0 0 2 2 Repurpose 2 Saving Magazine as reference 2 1 0 0 0 0 2 3 3 0 0 0 2 2 1 1 2 0 0 1 0 0 3 3 Repurpose magazine (scrapbook) 2 1 0 1 0 0 2 3 3 3 2 0 1 1 0 0 0 0 0 0 0 0 0 0 Decorating with magazine 0 0 0 0 0 0 1 0 3 3 3 1 2 3 1 2 1 1 0 0 0 0 1 0 Caring about aesthetics 2 0 0 0 0 0 0 0 2 3 3 2 0 3 2 0 1 0 0 0 2 2 0 0 Disgarding subscrptions (unread) 1 1 0 0 0 1 0 0 0 1 2 3 3 3 0 0 0 0 0 0 0 0 0 0 Getting free subscription to home Always having them around home 3 3 2 1 2 2 3 2 3 3 2 1 1 3 2 2 1 1 2 3 0 3 3 3 3 3 3 3 3 2 3 2 2 0 1 0 0 0 0 0 1 1 1 0 0 0 0 0 0 Home Accessability Leisure reading 3 0 0 2 1 1 2 1 0 1 2 0 2 3 3 2 2 3 3 1 0 0 2 2 Take it anywhere 0 0 1 0 0 2 3 1 0 2 0 0 2 2 2 3 2 2 3 3 0 0 0 0 Mobility/travel 1 Buy from stand 0 0 0 0 0 2 0 2 0 1 1 0 0 1 2 2 3 3 3 3 3 3 2 0 Buying on impulse (coverstory, at checkout) 1 0 0 0 0 0 0 0 0 1 0 0 0 0 3 2 3 3 3 3 3 2 1 0 Pass time when traveling 0 0 0 0 0 2 0 0 0 0 0 0 0 0 3 3 3 3 3 2 0 1 0 0 Immediately purchase and read 2 1 0 0 0 0 0 1 0 0 0 0 0 1 1 3 3 3 2 3 0 1 2 2 Choosing from a large selection 0 0 0 0 3 2 0 0 0 0 2 0 1 1 0 0 3 3 0 0 3 3 0 3 Exploration Exploring variety of magazines 1 0 0 0 3 1 0 0 0 0 2 0 0 0 0 0 3 2 1 1 3 3 1 3 Professional Learning 1 1 1 0 2 1 2 3 0 1 0 0 0 0 2 0 2 1 0 2 0 1 3 3 Professional Resource Reading specific articles online 3 3 0 0 2 2 2 3 0 0 0 0 0 0 2 0 0 0 0 2 3 3 3 3 Key 0 1 2 3 Matrix1 0,0 to is related !21;22!17;18!13;14!17,18;19!3;4!24;23!11;10!17,18,19;20!2;1!9;8!11,10;12!3,4;5!17,18,19,20;16!9,8;7!20,19,18,17,16;15!3,4,5;2,1!9,8, 10,9,8,7,6,5,4,3,2,1;15,16,17,18,19,20,21,22,23,24!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,24! Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • Reading specific articles online 3 3 0 0 2 2 2 3 0 0 0 0 0 0 2 0 0 0 0 2 3 3 3 3 Key 17 0 1 2 3 Matrix1 0,0 to is related !21;22!17;18!13;14!17,18;19!3;4!24;23!11;10!17,18,19;20!2;1!9;8!11,10;12!3,4;5!17,18,19,20;16!9,8;7!20,19,18,17,16;15!3,4,5;2,1!9,8, 10,9,8,7,6,5,4,3,2,1;15,16,17,18,19,20,21,22,23,24!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,24!INSIGHT MATRIX:  ubscribing vs. Buying from the Stand S Buying on impulse (coverstory, at checkout) INSIGHTS Supporting other activities (cooking, DIY) Read quickly, flipping through, skim Getting free subscription to home Always having them around home Expecting one every month/week Motivating subscribing through mail-in offers Repurpose magazine (scrapbook) Disgarding subscrptions (unread) Choosing from a large selection Immediately purchase and readActivities nstant Gratification 1) I Exploring variety of magazines Reading specific articles online Saving Magazine as reference Attributes Decorating with magazine Pass time when traveling The tactility and mobility of magazines make it an ideal item Caring about aesthetics Professional Learning Getting a deal/offers to buy on the spot, read immediately and travel with. Subscribing online Take it anywhere Buy from stand Leisure reading 2)  xtension E Saving time Magazines have an extended life and a repurposed function Expecting one every month/week 3 3 2 2 3 2 1 2 2 0 2 1 3 3 3 0 0 1 0 2 0 1 1 3 Convenience 3 Saving time 3 3 1 2 2 3 2 1 1 0 0 1 2 1 0 0 0 0 0 1 0 0 1 3 beyond the content of their pages. Often piled upon coffee subscribing through mail-in offers Getting a deal/offers 2 2 1 2 3 2 2 3 0 3 0 0 0 2 0 0 0 1 0 0 0 0 0 0 2 3 2 2 0 2 1 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 Subscribing online 3 2 0 3 3 0 0 0 0 0 0 0 3 3 1 0 0 0 0 0 3 3 2 2 tables, used for decoration, torn up for art projects or used Read quickly, flipping through, skim Supporting other activities (cooking, DIY) 2 1 3 2 0 0 0 2 0 0 3 2 2 3 0 2 0 2 0 1 0 0 1 0 2 1 1 3 1 2 2 3 2 0 0 0 2 0 0 0 2 0 1 0 1 2 2 2 Repurpose as reference. 2 Saving Magazine as reference 2 1 0 0 0 0 2 3 3 0 0 0 2 2 1 1 2 0 0 1 0 0 3 3 Repurpose magazine (scrapbook) 2 1 0 1 0 0 2 3 3 3 2 0 1 1 0 0 0 0 0 0 0 0 0 0 Decorating with magazine 0 0 0 0 0 0 1 0 3 3 3 1 2 3 1 2 1 1 0 0 0 0 1 0 Caring about aesthetics 2 0 0 0 0 0 0 0 2 3 3 2 0 3 2 0 1 0 0 0 2 2 0 0 Disgarding subscrptions (unread) 1 1 0 0 0 1 0 0 0 1 2 3 3 3 0 0 0 0 0 0 0 0 0 0 3)  onvenience C Getting free subscription to home Always having them around home 3 3 3 2 1 2 2 3 2 3 3 2 1 1 3 2 2 1 1 2 3 0 3 3 3 3 3 3 3 2 3 2 2 0 1 0 0 0 0 0 1 1 1 0 0 0 0 0 0 Home Accessability Leisure reading Take it anywhere Subscription magazines are often cheap and disposable. 3 0 0 0 0 1 2 0 1 0 1 2 2 3 1 1 0 0 1 2 2 0 0 0 2 2 3 2 3 2 2 3 2 2 3 2 3 3 1 3 0 0 0 0 2 0 2 0 Mobility/travel 1 Buy from stand 0 0 0 0 0 2 0 2 0 1 1 0 0 1 2 2 3 3 3 3 3 3 2 0 They allow subscribers to numerous magazines around the Buying on impulse (coverstory, at checkout) Pass time when traveling 1 0 0 0 0 0 0 0 0 0 0 2 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 3 3 2 3 3 3 3 3 3 3 3 2 3 0 2 1 1 0 0 0 home and allow readers to quickly browse. Immediately purchase and read Choosing from a large selection 2 0 1 0 0 0 0 0 0 3 0 2 0 0 1 0 0 0 0 0 0 2 0 0 0 1 1 1 1 0 3 0 3 3 3 3 2 0 3 0 0 3 1 3 2 0 2 3 Exploration Exploring variety of magazines 1 0 0 0 3 1 0 0 0 0 2 0 0 0 0 0 3 2 1 1 3 3 1 3 Professional Learning 1 1 1 0 2 1 2 3 0 1 0 0 0 0 2 0 2 1 0 2 0 1 3 3 Professional Resource Reading specific articles online 3 3 0 0 2 2 2 3 0 0 0 0 0 0 2 0 0 0 0 2 3 3 3 3 Key 0 1 2 3 Matrix1 0,0 to is related !21;22!17;18!13;14!17,18;19!3;4!24;23!11;10!17,18,19;20!2;1!9;8!11,10;12!3,4;5!17,18,19,20;16!9,8;7!20,19,18,17,16;15!3,4,5;2,1!9,8, 10,9,8,7,6,5,4,3,2,1;15,16,17,18,19,20,21,22,23,24!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,24! Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 18POSITION MAPexploration and commitment Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 19How is the experiencedifferent between subscribingand purchasing from the stand? Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 20 POSITION MAP:  xploration and Commitment E the need to explore (high) •  egularly buys at stand R after exploring the options •  ubscribes + buys at stand S after exploring Stand Buyer •  orrows magazines from a friend or B Committed at the library and Exploratory •  ubscribes + browses and S sometimes buys at stand •  uys magazines at stand only B when traveling Readerwillingness to commit willingness to commit (low) •  oyal to a favorite ma- L (high) gaizne • Know what they want Infrequent • Reads in waiting rooms Subscribers Reader •  oesn’t read mags D much, but subscribes be- cause likes to have some around the house • Non-reader the need to explore (low) Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 21 Infrequent Reader Stand Buyer Subscriber Committed and Exploratory Reader- Reads magazines at the  -  njoys browsing magazines E -  ets subscriptions from G -  ubscribes AND buys S doctors office while waiting when at the store special offers magazines at the stand- Reads inflight magazines -  urchases magazines when P -  ubscribes to professional S -  as multiple interests but H flying to pass the time magazines to stay on top of does not have money to- Browses magazines at a  the latest information subscribe to all friends house while -  urchases magazines for P hanging out leisure activities like going to -  ommits to a specific C -  njoys the flexibility of E the beach magazine choosing a magazine at the stand and having them -  urchases magazines for P - dentifies with a specific I accessible at home professional purposes for brand specific articles -  njoys having “eye candy” E around the house - Repurposes magazines Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 22 INSIGHT: Infrequent Reader Stand Buyer Subscriber Committed and There is an unmet need for Exploratory Reader- Reads magazines at the  -  njoys browsing magazines E -  ets subscriptions from G -  ubscribes AND buys S someone who storetorn between the doctors office while waiting when at the is special offers magazines at the stand advantages of magazines when - Subscribes to professional- Reads inflight magazines -  urchases P commitment and the -  as multiple interests but H advantages to pass the time- Browses magazines at a  flying of exploration magazinesinformation top of the latest to stay on does not have money to subscribe to all friends house while -  urchases magazines for P hanging out leisure activities like going to -  ommits to a specific C -  njoys the flexibility of E the beach magazine choosing a magazine at the stand and having them -  urchases magazines for P - dentifies with a specific I accessible at home professional purposes for brand specific articles -  njoys having “eye candy” E around the house - Repurposes magazines Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 23ATTRIBUTE PROFILEsubscribing/buying at stand Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 24 ATTRIBUTE PROFILE:  ubscribing vs. Buying from the Stand S Different experiences. stand purchasing experience subscribing experience Instant Freedom from Exploration Money MembershipAttributes Gratification committment (ability to saving and personal (ability to buy browse) Identity on the spot) Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 25 ATTRIBUTE PROFILE:  ubscribing vs. Buying from the Stand S Different experiences. stand purchasing INSIGHT: experience subscribing experience Is this an opportunity to bring Instant together the best of two worlds? personal Freedom from Exploration Money MembershipAttributes Gratification committment (ability to saving and (ability to buy browse) Identity on the spot) Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 26ATTRIBUTE PROFILE:  ubscribing vs. Buying from the Stand SConverging the experiences. stand purchasing subscribing experience experience Exploration Freedom from Instant Money Membership and (ability to browse) committment Gratification saving personal Identity (ability to buy on the spot) Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 27Network Diagram: Mapping the industry Advertiser Editor Publisher Printer Paper Version Subscription Subscription Distributor Digital Retail Retailer READER Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 28Network Diagram: Mapping the industry Advertiser Editor Publisher Printer Paper Version Subscription Subscription Distributor Digital Retail Retailer READER Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • g t Vuon a Haup 29 Gupt a ntes Cerv es | S09 ysis znes in gn Anal | Desi ga i azinesMag Mgaa az M esis ynth issu e: s n ext Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 30Appendix Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 31Secondary Research Sources:1)  ttp://www.nytimes.com/2009/01/29/business/media/29mag.html?scp=4&sq=magazines&st=cse h http://www.nytimes.com/2009/01/05/business/media/05adco.html?scp=6&sq=magazines&st=cse Despite a good level of circulation, magazines like Domino are folding because of the economy—they can’t get advertisers.2)  http://freakonomics.blogs.nytimes.com/2008/07/02/a-netflix-of-magazines/?scp=11&sq=magazines&st=cse http://www.maghound.com/?xid=old_site_redirect This NYT Freakonomics article was written before the recession hit hard, in July of 2008, but it discusses an innovative new subscription model called Maghound. It also points out that although Newspapers have lost revenue to the Internet, magazines have not been as hard hit.3)  ttp://8020media.com/ h 8020 Media is an innovative company that prints user generated web content in magazine form.4)  ttp://www.nytimes.com/2008/07/21/business/media/21esquire.html?scp=16&sq=magazines&st=cse h In 1984, National Geographic introduced a holograph Eagle on its cover.5)  ttp://articles.latimes.com/2008/sep/09/business/fi-esquire9 h See video: http://www.youtube.com/watch?v=9EWb1zHIx38 In September 2008, Esquire magazine released 100,000 issues with a digital cover.6)  ttp://www.nytimes.com/2006/09/07/business/media/07adco.html?scp=20&sq=magazines&st=cse h It can be desirable to convert print subscribers to digital subscribers. Many digital subscriptions cost the same as print to the customer, but the magazine benefits from a decrease in the costs associated with print and distribution. Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 327)  ttp://magcloud.com/ h MagCloud is a service that prints and ships a magazine that you design.8)  ttp://www.pcmag.com/article2/0,2817,2336608,00.asp h PC Magazine has decided to drop its print edition and go digital only, providing subscribers with PDF files of issues. With print on demand services as cheap as they now are, subscribers who prefer print can print an issues or issues on demand.9) magazine.org10)  osen, Jill; Finding a Niche, from Ferrets to Tattoos: Specialization Is the Name of the Game in Today’s Crowded Magazine World, American Journalism Review, R Vol. 24, November 2002 Era analysis, changing times of magazines have been increasingly specialized. Today people have higher expectations for the magazine industry. Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 33Survey:After some secondary research we surveyed 69 people about their maga-zine reading habit. We hoped to learn about the various was people wereusing magazines to help us see patterns in these habits. We had a broadscope when creating this survey. Using the methods, we decided to nar-row our scope to subscription and stand purchasing experiences. Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 34Insight Matrix:With a very wide scope going into our insight matrix, it was hard for us tofind value in this tool. We did not find this tool very useful at first becausewe did not have a research question in mind. We were trying to learn moreabout the magazine industry our selves and this matrix did help us have havevaluable conversations about how to narrow our scope. The one big insightthat did come from this matrix was that people still subscribe. This helpedframe our project with the question: Why do people still subscribe?Insight Matrix Impulse Buys / Cover story Gift or Free Subscription (Bathroom / tub reading) (Traveling, Dr.s Office) Habit, Past memories Preference for Paper News / Informational Brand Loyalty/Trust Profession Related Location / Mobility Interest / Hobbies / Music / Sports / Print Aethetics Personal Care Entertainment To pass time Collectibles Borrows 0 0 2 2 2 0 0 0 0 1 1 1 0 Does not Read 0 0 0 0 0 0 0 0 0 0 0 0 0 Reads Online 0 0 0 0 0 1 0 0 1 2 2 2 3 1 0 0 2&3 Subscribes Buys From Stand 3 2 3 3 11 3 3 3 3 0 3 1 4 3 3 2 2 1 2 3 3 3 1 3 1 Key 0 1 2 3 Matrix1 is related to 0,0 !2;1!2,1;3!4;5!1,2,3;4,5!1,2,3,4,5!&!2;1!4;3!8;7!11;12!4,3;5!8,7;9!7,8,9;6!11,12;10!3,4,5;2,1!12,11,10;9,8,7,6!12,11,10 Insight Clusters 1) Convenience: The tactile quality of paper and the mobility of magazines are important to people. The use of magazines tend to be very traditional uses and Magazines Design Analysis S09 revolve around the convenience of its physicality. Cervante | Gupta | Haupt | Vuong
  • 35Era Analysis:Our Era Analysis revealed that magazines, despite their mass loyalty fosters a relationship based on the expectations drivenappeal and availability, are an expression of individuality. Unlike by the reader’s lifestyle. Hence, a core proposition and objectivemany artifacts, they are culturally, historically, technologically, of the industry is to have them become subscribers to ensureand economically reflective of our times. Collectively, they em- long-term commitment.body where our communities stand within, well, that era. T  he magazine industry has changed with the times. A com-Though magazines have gained a prominent position as an munity has specific interests and values. Technology and theoutlet of mass media, our chart demonstrates that various economy have played a major role in content creation and themediums have played a prominent role in their transformation. distribution of magazines. These were our initial insights. WhenPhotography and color printing were influential in its format narrowing our scope, we revised the era analysis to highlightchange, while culture and politics have dominated its content, the lack of distribution innovation which is limited to subscrip-making fashion and entertainment magazines ubiquitous. And tion and stand purchases.without a doubt, advertising continues to leverage its subsis-tence and availability.Unabashedly, we found magazines seek their target audiencefrom the beginning and they entertain a loyalty that parallels areader’s criticism, commentary, and interests. Over time, this ERA 1 ERA 2 ERA 3 ERA 4 ERA 5 ERA 6 ERA 7 1700s 1880 1900-1930 1930-1970+ 1970-1990 1990-2000 Present INTELLECTUAL GENERALIZATION INDUSTRIALIZATION STANDARDIZATION LEISURE INFORMATION AGE COLLABORATION CONTENT Literature, essay, Commentary, muckraking, Photography, documentary, Advertisers influence content, Small press renaissance, less newsy, amplified audience, Online subscriptions, enticing, commentary, satire, documentary, book-like journalism, editorial, format news magazines, editorial, entertainment, general-interest, information driven, quality full advertise driven, community text heavy, book-like changes, advertising enters slick is in news, pictures, design color print spreads. created/verified content ECONOMIC Distinct upper-class and Distinct upper-class and Growing lower class (WWI) Emerging middle class Emerging disposable income Prosperous Recession lower class lower class POPULAR MAGAZINES , The Review, Tatler, Spectator, McClure’s, Munsey’s, Life, National Geographic, Fortune, Time, New Yorker, Vogue, Interview, GQ, Ray Gun, Colors, Wired, Good, “T”, Make, stopsmiling EMERGING MAGAZINES mostly British magazines America opens the market Saturday evening post, Ebony, Life, People, Esquire, Rolling Stone, Sports Maxim The Little Review Playboy, Highlights Illustrated, Men’s Health VALUES OF MAGAZINE Distinguish your social General knowledge, General knowledge, Special interests, informal, Self-image and maintenance, Pop-culture, information, Useful, digestibable, COMMUNITY status and scene. Education information information democratic, slick and glossy, pop-culture. time, aesthetics, individuality stylish, compelling, enticing, and knowledge. Opinions news-oriented identity, sustainble of other intellectuals. CULTURE Intellectuals, knowledge Specialized social sectors, By demographic, increased Reader tolerates advertising, Self-oriented interests Information seeking Content collaboration, and seekers. conformists interest-based demoninator, and consumes, accepts networking industry monitors consumer standardization trends INFLUENTIAL TECHNOLOGY Printing press Printing Press Printing press and Analog TV, Cable Analog TV, Cable Internet Internet, mobile media, mass production media convergence Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 36Network Diagram:This first stab at a network diagram shows the basic flow of value of the magazine MAGAZINE Content Flowindustry. When we revised the network diagram later on, we expanded “paper ROI Flowversion” to include “subscription distributer” and “retailer.” Money Out In Network Diagram V.1.3 $ $Despite their accessibility, magazines, like many other products, only come tofruition under the efforts of various contributors. Our network diagram was usedto help us decipher the various elements that contribute to the production ofmagazines. Advertiser ($$$) Editor ($$)As an analysis tool, it revealed a hierarchical lifecycle that keeps the industry afloatbut is also changing as new mediums are being incorporated. Publisher ($$)Atop this network stand the advertisers. Because magazines have a target audi- Printer ($$)ence, it is crucial that they gain the financial support of advertisers who will offercontinuous and substantial commitment towards its publication. Distributor ($$) Editors are the quasi-gatekeepers in the industry. They are in charge of core ele-ments that are integral to a magazine’s publishing schedule, format, and content.More often than not, they act as a ligament that makes the connection between Digital Paper Versionadvertisers and readers compatible. $ $$$$Though the publisher seems to stand a the crux of the diagram, as producer andenabler, his position is really dependent on the demand of the reader and the READERresources made available by the advertiser. Still, the publisher is integral to con-nection one source to another as a way of distributing responsibility.While printers and distributors are still responsible for the traditional and tangibleformat that we find at bookstores and newspapers stands, their position withinthe network is being redefined by digital offerings.When it comes to specialty content magazines cater to some of the most seg-mented and specific interest groups in the market. Whether you’re a cigar aficio-nado, a cat lover, or a boater it is likely that you’ll find a title out there that servesyour curiosity on news and novelties of your interest. However, despite thesedifferent passions in content, the magazine enthusiast represents a singular entitywithin the magazine network; the reader. Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 37Insight Matrix:We took another shot at the insight matrix. This time we startedlisting the activities, insights and needs and derived a list of activitiesfor our symmetrical matrix. Scoring the activities, we found clusters Buying on impulse (coverstory, at checkout)of motivating attributes that helped frame some insights about the Supporting other activities (cooking, DIY)stand and subscription experience. Read quickly, flipping through, skim Getting free subscription to home Always having them around home Expecting one every month/week subscribing through mail-in offers Repurpose magazine (scrapbook) Disgarding subscrptions (unread) Choosing from a large selection Immediately purchase and read Exploring variety of magazines Reading specific articles online Saving Magazine as reference Decorating with magazine Pass time when traveling Caring about aestheticsThis insight matrix was created after we knew what research Professional Learning Getting a deal/offers Subscribing online Take it anywhere Buy from stand Leisure readingquestion we wanted to answer. Our research question had evolved Saving timethrough our design process to: How is the experience differentbetween subscribing and purchasing from the stand? Expecting one every month/week Saving time 3 3 3 3 2 1 2 2 3 2 2 3 1 2 2 1 2 1 0 0 2 0 1 1 3 2 3 1 3 0 0 0 0 0 1 0 0 0 2 1 0 0 1 0 1 1 3 3 Convenience subscribing through mail-in offers 2 1 3 2 0 0 0 0 0 0 0 0 2 2 0 1 0 0 0 0 0 0 1 0 Getting a deal/offers 2 2 2 3 3 0 2 0 1 0 0 0 3 2 2 0 0 0 0 0 0 0 0 0 Subscribing online 3 2 0 3 3 0 0 0 0 0 0 0 3 3 1 0 0 0 0 0 3 3 2 2From the survey we extracted insights about magazine purchasing Read quickly, flipping through, skim Supporting other activities (cooking, DIY) 2 1 3 2 0 0 0 2 0 0 3 2 2 3 0 2 0 2 0 1 0 0 1 0 2 1 1 3 1 2 2 3 2 0 0 0 2 0 0 0 2 0 1 0 1 2 2 2 Repurpose Saving Magazine as reference 2 1 0 0 0 0 2 3 3 0 0 0 2 2 1 1 2 0 0 1 0 0 3 3experiences. We saw clusters that showed a strong disconnect Repurpose magazine (scrapbook) Decorating with magazine 2 0 1 0 0 0 1 0 0 0 0 0 2 1 3 0 3 3 3 3 2 3 0 1 1 2 1 3 0 1 0 2 0 1 0 1 0 0 0 0 0 0 0 0 0 1 0 0between the stand purchasing and subscription experiences. We Caring about aesthetics 2 0 0 0 0 0 0 0 2 3 3 2 0 3 2 0 1 0 0 0 2 2 0 0 Disgarding subscrptions (unread) 1 1 0 0 0 1 0 0 0 1 2 3 3 3 0 0 0 0 0 0 0 0 0 0 Getting free subscription to home 3 2 2 3 3 2 1 2 1 2 0 3 3 3 2 2 0 0 0 0 1 0 0 0 Home Accessabilityframed our story around this dichotomy. Always having them around home Leisure reading 3 3 1 0 2 0 2 2 3 1 1 1 3 2 2 1 1 0 3 1 3 2 3 0 3 2 3 3 3 3 2 2 1 2 0 3 0 3 1 1 1 0 0 0 0 2 0 2 Take it anywhere 0 0 1 0 0 2 3 1 0 2 0 0 2 2 2 3 2 2 3 3 0 0 0 0 Mobility/travel Buy from stand 0 0 0 0 0 2 0 2 0 1 1 0 0 1 2 2 3 3 3 3 3 3 2 0 Buying on impulse (coverstory, at checkout) 1 0 0 0 0 0 0 0 0 1 0 0 0 0 3 2 3 3 3 3 3 2 1 0 Pass time when traveling 0 0 0 0 0 2 0 0 0 0 0 0 0 0 3 3 3 3 3 2 0 1 0 0 Immediately purchase and read 2 1 0 0 0 0 0 1 0 0 0 0 0 1 1 3 3 3 2 3 0 1 2 2 Choosing from a large selection 0 0 0 0 3 2 0 0 0 0 2 0 1 1 0 0 3 3 0 0 3 3 0 3 Exploration Exploring variety of magazines 1 0 0 0 3 1 0 0 0 0 2 0 0 0 0 0 3 2 1 1 3 3 1 3 Professional Learning 1 1 1 0 2 1 2 3 0 1 0 0 0 0 2 0 2 1 0 2 0 1 3 3 Professional Resource Reading specific articles online 3 3 0 0 2 2 2 3 0 0 0 0 0 0 2 0 0 0 0 2 3 3 3 3 Key 0 1 2 3 Matrix1 0,0 to is related !21;22!17;18!13;14!17,18;19!3;4!24;23!11;10!17,18,19;20!2;1!9;8!11,10;12!3,4;5!17,18,19,20;16!9,8;7!20,19,18,17,16;15!3,4,5;2,1!9,8,7;6!9,8,7,6;5 10,9,8,7,6,5,4,3,2,1;15,16,17,18,19,20,21,22,23,24!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,24! Buying on impulse (coverstory, at checkout) Supporting other activities (cooking, DIY) Read quickly, flipping through, skim Getting free subscription to home Always having them around home Expecting one every month/week Motivating subscribing through mail-in offers Repurpose magazine (scrapbook) Disgarding subscrptions (unread) Choosing from a large selection Immediately purchase and read Exploring variety of magazines Reading specific articles online Saving Magazine as reference Activities Attributes Decorating with magazine Pass time when traveling Caring about aesthetics Professional Learning Getting a deal/offers Subscribing online Take it anywhere Buy from stand Leisure reading Saving time Expecting one every month/week 3 3 2 2 3 2 1 2 2 0 2 1 3 3 3 0 0 1 0 2 0 1 1 3 Convenience 3 Saving time 3 3 1 2 2 3 2 1 1 0 0 1 2 1 0 0 0 0 0 1 0 0 1 3 subscribing through mail-in offers 2 1 3 2 0 0 0 0 0 0 0 0 2 2 0 1 0 0 0 0 0 0 1 0 Getting a deal/offers 2 2 2 3 3 0 2 0 1 0 0 0 3 2 2 0 0 0 0 0 0 0 0 0 Subscribing online 3 2 0 3 3 0 0 0 0 0 0 0 3 3 1 0 0 0 0 0 3 3 2 2 Read quickly, flipping through, skim 2 3 0 0 0 3 2 0 0 0 0 1 2 1 1 2 2 0 2 0 2 1 1 2 Supporting other activities (cooking, DIY) 1 2 0 2 0 2 3 2 2 1 0 0 1 3 2 3 0 0 0 0 0 0 2 2 Repurpose 2 Saving Magazine as reference 2 1 0 0 0 0 2 3 3 0 0 0 2 2 1 1 2 0 0 1 0 0 3 3 Repurpose magazine (scrapbook) 2 1 0 1 0 0 2 3 3 3 2 0 1 1 0 0 0 0 0 0 0 0 0 0 Decorating with magazine 0 0 0 0 0 0 1 0 3 3 3 1 2 3 1 2 1 1 0 0 0 0 1 0 Caring about aesthetics 2 0 0 0 0 0 0 0 2 3 3 2 0 3 2 0 1 0 0 0 2 2 0 0 Disgarding subscrptions (unread) 1 1 0 0 0 1 0 0 0 1 2 3 3 3 0 0 0 0 0 0 0 0 0 0 Getting free subscription to home Always having them around home 3 3 2 1 2 2 3 2 3 3 2 1 1 3 2 2 1 1 2 3 0 3 3 3 3 3 3 3 3 2 3 2 2 0 1 0 0 0 0 0 1 1 1 0 0 0 0 0 0 Home Accessability Leisure reading 3 0 0 2 1 1 2 1 0 1 2 0 2 3 3 2 2 3 3 1 0 0 2 2 Take it anywhere 0 0 1 0 0 2 3 1 0 2 0 0 2 2 2 3 2 2 3 3 0 0 0 0 Mobility/travel 1 Buy from stand 0 0 0 0 0 2 0 2 0 1 1 0 0 1 2 2 3 3 3 3 3 3 2 0 Buying on impulse (coverstory, at checkout) 1 0 0 0 0 0 0 0 0 1 0 0 0 0 3 2 3 3 3 3 3 2 1 0 Pass time when traveling 0 0 0 0 0 2 0 0 0 0 0 0 0 0 3 3 3 3 3 2 0 1 0 0 Immediately purchase and read 2 1 0 0 0 0 0 1 0 0 0 0 0 1 1 3 3 3 2 3 0 1 2 2 Choosing from a large selection 0 0 0 0 3 2 0 0 0 0 2 0 1 1 0 0 3 3 0 0 3 3 0 3 Exploration Exploring variety of magazines 1 0 0 0 3 1 0 0 0 0 2 0 0 0 0 0 3 2 1 1 3 3 1 3 Professional Learning 1 1 1 0 2 1 2 3 0 1 0 0 0 0 2 0 2 1 0 2 0 1 3 3 Professional Resource Reading specific articles online 3 3 0 0 2 2 2 3 0 0 0 0 0 0 2 0 0 0 0 2 3 3 3 3 Key 0 1 2 3 Matrix1 0,0 to is related !21;22!17;18!13;14!17,18;19!3;4!24;23!11;10!17,18,19;20!2;1!9;8!11,10;12!3,4;5!17,18,19,20;16!9,8;7!20,19,18,17,16;15!3,4,5;2,1!9,8,7;6!9,8,7,6;5 10,9,8,7,6,5,4,3,2,1;15,16,17,18,19,20,21,22,23,24!1,2,3,4,5,6,7,8,9,10,11,12,13,14,15,16,17,18,19,20,21,22,23,24! Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 38Semantic Profile: Semantic Profile – SubscribersFor these initial semantic profiles, we looked at the differences Few subscribers Manyin preferences, purchasing, and reading behaviors between age 20-29groups and between subscribers and non-subscribers. I try to read like once a week or something, mostly my career or hobby relatedOne thing that was interesting about the semantic profile was the Sometimes I just buy stuff.similarity between the preferences of subscribers in different age I like on the stand. whatgroups. The graphs moved closer to each other & that indicated 30-39similar reasons for reading / reading habits / user preferences etc.. I follow stuff related to myThis is in contrast from the non subscribers in the two age grouphobbies, & sometimeswhere little likeness exists between them. career, news etc. Not much of an online reader though.Otherwise, we did not find the semantic profiles very useful forthe purposes of our study. Our guess is that a fair amount ofqualitative & quantitative research is a pre-requisite for any valueto come out of semantic profiling. •20-29 Yrs (n=26) •30-39 Yrs (n=16)Our initial insights:20-29 non-subscribersI don’t read magazines very often, only on occasion. And, when Semantic Profile – Non SubscribersI do, I’m equally as likely to buy them on the stand or read them 20-29 Few non-subscribers Many I don’t read much paper butonline. Actually, when I do read magazines, I’m more likely to sometimes online stuff, Alsoborrow them. When I do read magazines, they’re usually either I don’t mind borrowinghobby, news, professional, or personal care magazines. some magazines, maybe even buy sometimes.. for stuff that may help my30-39 non subscribers career.I only read magazines on occasion, and, when I do, it’s usually pro-fessional or hobby magazines, and sometimes news magazines,as well. I only occasionally read magazines online. 30-39 I rarely read, maybe some for career related20-29 subscribers stuff, some hobbies, newsI try to read once a week or something, mostly my career or etc. Not much of an onlinehobby related stuff. Sometimes I just buy what I like on the stand.reader though.30-39 subscribers •20-29 Yrs (n=15)I follow stuff related to my hobbies and sometimes career, news, •30-39 Yrs (n=6)etc. I’m not much of an online reader, though. Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 39Semantic Profile: Semantic Profile – Sub/Non-Sub (20-29) Few Many20-29 20-29Both for subscribers and non-subscribers, readers age 20-29 readmagazines more frequently than their 30-39-year old counterparts.Both for subscribers and non-subscribers, readers age 20-29 readmore professional magazines and personal care magazines than Stuff will come here.. Newtheir 30-39-year old counterparts.Subscribers age 20-29 are less likely than their non-subscribercounterparts to read personal care magazines and are less likelythan their counterparts to borrow magazines.30-39Subscribers age 30-39 are more likely than their non-subscribercounterparts to read hobby magazines, news magazines, and •20-29 Yrs Subs (n=26)entertainment magazines. •20-29 Yrs Non Subs (n=15) Semantic Profile – Sub/Non-Sub (30-39) Few Many 30-39 New Stuff will come here.. •30-39 Yrs Subs (n=16) •30-39 Yrs Non Subs (n=6) Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 40 Semantic Profile: We then began to look at the semantic profile as a way to bring out the Our final representation shows the two different experiences and their differences between the best of the subscriber experience and the best attributes. We were able to communicate our story with this visualization of the retail experience. From this, we saw that there were important more effectively. The merging of the two colors helped us describe our gaps in both experiences. opportunity area, where combining the stand purchasing experience with the subscription experience would create an experience with the best of This was our version of the semantic profile. We found this to be a both worlds. clearer visualization of the disconnect between the two experiences, subscription and stand purchases. Upon showing this to the super groups, we learned this graphic was unclear to others what we were measuring. In our final revision, we tried to emphasize the dichotomy by illustrating the attributes as two different parts of a whole. hi subscribing experience GAP GAP stand purchasing experiencelow Instant Freedom from Exploration Money Routine Gratification committment (ability to saving (ability to buy browse) on the spot) ATTRIBUTES stand purchasing experience subscribing experience Instant Freedom from Exploration Money MembershipAttributes Gratification committment (ability to saving and personal (ability to buy browse) Identity on the spot) Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 41Artifact analysisAs artifacts, magazines cross over tangible and intangible contextsmore often than other objects. That is, while a magazine’s content Physical Attributes Metaphorsmay be very specific and observable, the end user may have in- Lightweight Thin numerable and unpredictable purposes for it. Its physical attributes Glossy Notebook Oprah on paper Blog (e.g. portability) are essential to this end use. Furthermore, this al- Paper Tabloidlows magazines to significantly oscillate between dynamic and static Catalogue Journal Portable Eye Candy representations and associations, making them excellent candidates Static Prdeterminedfor customization. Historically, the magazine has been able to trans- Wirelessform and adapt to various eras and make itself relevant in a variety ofcultures and economies. Activities Associations Etertainment Planning Waiting Rooms Travel Decorating Fashion Bathroom Cooking Business News/Current Down-time Multi-activities Events Break Reviews Book alternative Salon/Barbershp Design Commute Leisure Gossip Profession Pornography Pictures Inspiration News Dynamic/Semipredictable Communicating Glossy Reading Collectible Historical Scrapbooking Playing Cheap Designing Fitness Convenient Disposable Health Aesthetic Discovery Education DIY Music Low-commitment Tangible/Observable Intangible/Context Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 42 Position Map: This more detailed position map shows the types of actions associated with each of the four defined groups. Readers at the top left corner are those who both subscribe and buy at the stand, and who may be torn between the two purchasing options. This group wants to be able to explore new titles but is willing, at least to some degree, to make a subscription commitment. Gaining insights from the insight matrix, we knew there was a spectrum of exploration and committed users. We plotted the activities in this two by two and came up with the four quadrant of users. The commited and exploratory reader was the most interesting quadrant. They are a com- bination of stand buyers and subscribers and was an area of opportunity we chose to explore. the need to explore exploration (high) •  egularly buys at stand R •  egularly buys at stand R after exploring the options after exploring the options •  ubscribes + buys at stand S •  ubscribes + buys at stand S after exploring after exploring •  orrows magazines from a friend or B Stand Buyer •  orrows magazines from a friend or B Committed and Exploratory at the library at the library • Subscribes + browses and  •  ubscribes + browses and S sometimes buys at stand sometimes buys at stand •  uys magazines at stand only B when traveling •  uys magazines at stand only B when traveling Readerindecisive committed willingness to commit willingness to commit •  oyal to a favorite L (low) •  oyal to a favorite L (high) magaizne magaizne • Know what they want • Know what they want • Reads in waiting rooms Infrequent • Reads in waiting rooms Subscribers Reader •  oesn’t read mags D •  oesn’t read mags D much, but subscribes be- much, but subscribes be- cause likes to have some cause likes to have some around the house around the house • Non-reader • Non-reader no options the need to explore (low) Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong
  • 43Compelling Experience: Subscription Experience MapWe were interested in using the compelling experience methodto analyze the experience. We discovered that this was not a ATTRACT ENTER ENGAGE EXPERIENCE EXTENDuseful tool to visualize the magazine purchasing experience.Because the magazine experience is not a linear process, it washard for us to compare the subscription and retail experience in DEFINEDthis way. FRESHInitially we wanted to compare the intensity levels during retailand subscription experience. Retail showed early engagement IMMERSIVEduring the attraction and enter. Subscription showed later simi-lar intensity during engage, experience and extend. ACCESSIBILITY TRANSFORM Retail Experience Map ATTRACT ENTER ENGAGE EXPERIENCE EXTEND DEFINED FRESH IMMERSIVE ACCESSIBILITY TRANSFORM Magazines Design Analysis S09 Cervante | Gupta | Haupt | Vuong