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Some thoughts about the evolution of Magazines in the digital age

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  1. 1. The Media context of Marketing Communication MAGAZINES Amine Mabrouk
  2. 2. Oerview 1) The evolution of the industry 2) Impact of digital convergence / new tech 3) Patterns and trends in consumption 4) The industry of Magazines 5) Advertising / promotional formats
  3. 3. The evolution of the industry  Magazines or periodicals published on a regular schedule such as weekly, monthly or even yearly covering different range of topics and articles either on specific domain or general information.  Before the evolution of the internet, there was no other medium which best covers domains of interest better than magazines, from sports to economic analyses.
  4. 4. The main departments in a Magazine Editorial department •Collecting news, information, write analysis, editing articles, interviews….. The Advertising Department •Dealing with clients, agencies and the media, advertisements, selling space…… The design Studio •The qualities needed, promotions, conferences, exhibitions, pictures, colours,……
  5. 5. The production Department •Print buying, technical advice, scheduling, troubleshooting, quality control, arranging logistics, advertisement production….. Marketing and Promotion •Direct Mail, copywriting, advertising, press and public relations, advertisement sales promotion….. Circulation and distribution •Trade distribution, subscription sales The Management •Strategic planning, special responsibilities, communication, managing change
  6. 6. Impact of digital convergence / new tech  Magazines’ companies are struggling between keeping the print copy or putting most of their funds online.  “According to the figures supplied by Nielsen for the year to August 2008, it was FHM’s website- –that proved more robust than its print parent, seeing its unique user audience rise by 123% to 243,000, while page impressions recorded a 180% increase to more than 3.5m.” (Embracing digital in the UK mens’ magazine market; Virgina Mtthews; WARC Exlusive, January 2009)
  7. 7.  Going online may seem to be profitable for magazines, when it comes to printing, high quality papers, distribution..., however, some argue that webzines are no longer magazines, and are more likely to be online newspapers, with the breaking news, videos, boadcast. Thus it may lose the flavour of reading a proper periodicale, as olders may view it. Some magazines found it better to balance between online and printed papers, though it seems to be costly, but it can be profitable as well as helping fragmenting the audience to better deliver the message (eg: older readers Vs Youngers)  “We are extending our reach, building deeper relationships with our audiences and advertisers and creating great content that can be served to our audiences whenever, wherever and however they want it” ( Paul Keenan; head of Bauer Consumer Media)
  8. 8. Patterns and trends in consumption  Through out the time, audiences of magazines are classified,i.e. Based on the magazine’s orientation, sports, high-tec, science, we can deduce the reader’s orientation and centre of interest  Periodicals are a sophesticated and a pleasent source of information, with the colours, picture from high profile photographers, which make it valuable and interesting. Thus, besides the valuable peice of information, audiences are looking forward to see the creative art of work in their magazine.
  9. 9. THE INDUSTRY OF MAGAZINES  Magazines are risky but sometimes profitable business. There are two main sources of funding which managers rely on: 1) Audiences subscription: Mainly when the reader subscribe to a magazine (yearly subscribtion) 2) Advertisement: Spaces in a magazine solde to advertisers. This is the most important source of funding to the business.However, some argue that advertisers are the bosses of magazines, when they get involved in editing an article or a a design so that it goes with their Ad. 3) Sometimes magazines are sponsored, and so this can be another source of funding, when it include a game or a sponsored space on every edition.  In the UK, the Advertising Association observes that advertising revenues for magazines increased from £499 million in 1994 to £827 in 2005 for consumer titles. And from £785 million to just over £1 billion for B2b in the same period. (Whittaker,J. Magazine Production. P3)
  10. 10. ADVERTISING / PROMOTIONAL FORMATS  As we mentioned above, the audiences of magazines are already classified, according to the magazine orientation and their interest: This can be seen as a good opportunity for advertisers to targuet their customers without wastage of time and money. Thus, the market is segmented already for the advertisers (age, income, centre of interest...) Another Key Fact is that readers are more engaged wiht magazines more than any other medium.
  11. 11. What makes magazines an effective place of advertisment : Targeting- The ability to reach special interest groups with little wastage Relevance and involvment due to the nature of the editorial and loyalty of readers Ability to reach light television viewers A high quality, sympathetic editorial environment Access to the trust and authority the magazine imbuses Access to “the” marketplace for some product categories (fashion, cars...) Warc Briefing Magazines
  12. 12. REFERENCES 1) Barnard,M.; Inside Magazines, Blue Print Publishing Ltd; 1989. 2) Whittaker,J.; Magazine Production, Routledge,2008 3) Warc, Embracing digital in the UK mens’ magazine market 4) Warc, Magazine Publishers look for ways to win back advertising revenues 5) Warc, Global industry overview periodical Publishing 6) Warc, Briefing Magazines 7) Mintel, Magazines Issues in the Market