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Here is the PowerPoint outline for Chapter 10. Don't forget the application assignment at the end.
Magazine Types
• Business or trade
• Consumer
• Literary reviews/academic journals
• Newsletters
• Zines
• Comic books (?)
Zines
• The do-it-yourself magazine
• There are thousands of titles
• That can be about anything
• Some only exist online: e-zines
Financing Magazines
• Consumer magazines get 50–60%
of revenue from advertising
• Business magazines get 70–80%
of revenue from advertising
Top Five Magazines in Terms
of Ad Revenue
• People $724 million
• Time
$661 million
• Sports Illustrated $651
million
• Parade $582 million
• Business Week $572
million
Top Five Advertisers in Magazines
• General Motors $503
million
• Phillip Morris
$478 million
• Proctor and Gamble $474 million
• Daimler Chrysler $342
million
• Ford Motor
$318 million
Top Five Magazines by Circulation
• Modern Maturity 21
million
• Reader’s Digest
13 million
• TV Guide 10 million
• National Geographic 8 million
• Better Home and Gardens 8 million
Audience Segment
• To deliver an audience segment to advertisers, magazines
– Draw an attractive audience
• Who is loyal to the content of the magazine
– And provide an environment conducive to the advertiser’s product
Launching a Magazine
• Editorial need
– What is the concept?
• Target readership
– What are the demographics and psychographics of the reader?
• Advertising potential
– Who will advertise?
– How much will they spend?
• The title
• The cover design
• The overall layout
• The editorial concept
APPLICATION EXERCISE:
Ch. 10--Men's vs. Women's Magazines
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