Chattanooga's HealthScope 2000R Magazine Mission Statement


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Chattanooga's HealthScope 2000R Magazine Mission Statement

  1. 1. Chattanooga’s HealthScope 2000 R Magazine Mission Statement We are committed to the Health and Wellness of our community. As such, HealthScope is committed to presenting this region’s most up-to-date and educational health care information. It is our desire to be the most visible publication in the health and wellness field……... To ensure innovative and unsurpassed standards in the publishing fields…. And to enhance the wellness of our community, we commit ourselves to a diverse array of educational and uplifting features.
  2. 2. Magazine/Print Builds Trust and Confidence with Customers <ul><li>“ Magazine advertising has been the linchpin for many a successful small business. Remember, </li></ul><ul><li>the single most important reason people patronize one business over another is confidence. </li></ul><ul><li>Magazine advertisements breed confidence by instilling familiarity and giving credibility. A </li></ul><ul><li>properly produced magazine ad, preferably of the full-page variety, gives a small business more </li></ul><ul><li>credibility than any other mass-marketing medium.” </li></ul><ul><li>Source: Jay Conrad Levinson; Guerilla Marketing, Secrets for Making Big Profits from Your Small Business; third edition. </li></ul>
  3. 3. Why are Magazines The Perfect Choice for Advertising…. <ul><li>Magazine Readers Spend an Average of 45 Minutes Reading Each Issue 1 </li></ul><ul><li>The Top 25 Magazines Reach More Adults Than the Top 25 TV Shows 2 </li></ul><ul><li>In a Study Conducted by Erdos and Morgan; Magazines Generated Greater Purchase Intent than Any Other Medium 5 </li></ul><ul><li>WHY </li></ul><ul><li>Magazines are Targeted to a Specific Audience </li></ul><ul><ul><li>Magazines Talk to Readers About Their Interests </li></ul></ul><ul><li>Magazines are the Only Medium that Provide Pictures and Written Words to Communicate </li></ul><ul><ul><li>Readers Can Involve Themselves in Each Article </li></ul></ul><ul><li>Magazines are There When The Reader is Ready 1 </li></ul><ul><ul><li>Magazines are Portable and Match Up With a Reader’s Schedule </li></ul></ul><ul><li>Sources; 1) MRI, Fall 2002; 2) Nielson, MRI, Fall 2002; 5) Erdos and Morgan </li></ul>
  4. 4. City and Regional Magazines Have Large Impact on Consumers With High Levels of Disposable Income <ul><li>Have High Level of Awareness and Readership Among “Influentials” and Opinion Leaders </li></ul><ul><ul><li>Professionals </li></ul></ul><ul><ul><li>College Educated </li></ul></ul><ul><ul><li>Above Average Income </li></ul></ul><ul><ul><li>Make Significant Purchases Such As: Vacations, Remodeling, Jewelry, Investments, etc. </li></ul></ul><ul><li>Readers View City and Regional Magazines As Being “Excellent to Very Good”, Due To: </li></ul><ul><ul><li>In-depth Coverage of Issues Impacting Their Communities </li></ul></ul><ul><ul><li>Complete Coverage of Issues that Influence their Life and Livelihood </li></ul></ul><ul><ul><li>Source: 2001 Erdos & Morgan Study of Local Influence and Involvement </li></ul></ul>
  5. 5. HealthScope 2000 R Magazine The Most Recognized and Trusted Health and Wellness Magazine for the Chattanooga Region <ul><li>19 Years of Continuous Service to Chattanooga </li></ul><ul><li>19 Years of Health and Wellness Education </li></ul><ul><li>The Only Health and Wellness Magazine for the Chattanooga Region </li></ul><ul><li>Published 5 times annually </li></ul><ul><li>In-depth Coverage of Wellness Issues </li></ul><ul><li>Every Edition Has Departments Focused On: </li></ul><ul><ul><li>Fitness, Nutrition, Weight, Women’s Health, Seniors </li></ul></ul>
  6. 6. HealthScope Magazine Always Exhibits Superior Quality and Premium Image That Reinforces the Same for It’s Advertisers <ul><li>Varnish Cover and 80 # stock </li></ul><ul><li>80 # Inside stock paper </li></ul><ul><li>Excellent Editorial Provided by Chattanooga’s Finest Writers and Medical Community </li></ul><ul><li>Advisory Board Comprised of Some of Chattanooga’s Best Medical Professionals </li></ul><ul><li>Recognized By Printing Industry of the South; “Award of Excellence” </li></ul>
  7. 7. HealthScope Magazine Is Distributed to Medical Professionals and Adults with Higher Levels of Disposable Income <ul><li>Using HealthScope Magazine’s Proprietary Mailing List : </li></ul><ul><li>Distributed Directly to Doctors Providing Referrals and Influencing Health Decisions </li></ul><ul><ul><ul><li>Mailed to all Medical Offices in Chattanooga Region </li></ul></ul></ul><ul><ul><ul><li>Mailed Directly to Homes of Doctors </li></ul></ul></ul><ul><li>Distributed Directly to Professional Locations Where Adults with Higher Income Can Be Reached </li></ul><ul><ul><ul><li>Mailed Directly to Medical and Professional Offices </li></ul></ul></ul><ul><ul><ul><ul><li>Hospitals, Lawyers, Accountants, Banks, Stock Brokers, etc. </li></ul></ul></ul></ul><ul><ul><ul><li>Mailed to Locations Where Adults , Relax and Enjoy Themselves </li></ul></ul></ul><ul><ul><ul><ul><li>Golf Courses, Tennis Clubs, Salons, etc. </li></ul></ul></ul></ul><ul><li>Distributed Directly to: </li></ul><ul><ul><ul><li>Medical Facilities Where Older Adults are Seeking Care </li></ul></ul></ul><ul><ul><ul><li>Total Readership per Issue from Controlled Circulation Alone 700,000 </li></ul></ul></ul><ul><li>Mailed Directly to Consumers With Income Great Enough to Seek Best Medical and Fitness Care </li></ul><ul><ul><li>Households with 2 to 3x the Average Income for the Chattanooga Region </li></ul></ul>
  8. 8. HealthScope Magazine is Distributed to Reach Adult Women – Key Decision Makers for Family and Most Concerned for Health and Wellness <ul><li>All Doctors, Medical and Health-Related Facilities Assisted Living Centers </li></ul><ul><li>Professional Offices of All Types Voluntary Eye Surgery Offices </li></ul><ul><li>Cosmetic Plastic Surgery Offices Cosmetic Dental Offices </li></ul><ul><li>Cosmetic Dermatology Offices Yoga Centers </li></ul><ul><li>Preventative Medicine Offices Weight Loss Centers </li></ul><ul><li>Spas Beauticians, Nail Shops </li></ul><ul><li>Health Clubs Fresh/Organic Food Stores </li></ul><ul><li>Nutritional Stores Higher End Coffee Shops </li></ul><ul><li>Country Clubs/Tennis Clubs </li></ul>
  9. 9. HealthScope Magazine Reaches Adults With High Levels of Disposable Income <ul><ul><li>Readership Profile: </li></ul></ul><ul><ul><li>Adults </li></ul></ul><ul><ul><ul><li>Female Skew - 64% </li></ul></ul></ul><ul><ul><ul><li>Average Age - 46 </li></ul></ul></ul><ul><ul><li>Families </li></ul></ul><ul><ul><ul><li>71% Married </li></ul></ul></ul><ul><ul><li>Above Household Income Nearly Double Average for Region </li></ul></ul><ul><ul><li>Average Home Value Nearly 60% Greater Than Region Average </li></ul></ul><ul><li>Sources: Independent Study Completed in 2005 for HealthScope ; Chamber of Commerce, Association of Realtors </li></ul>
  10. 10. HealthScope Magazine
  11. 11. HealthScope Magazine
  12. 12. CityScope TM and HealthScope 2000 Magazines
  13. 13. HealthScope Magazine