FINANCE IN THE MAGAZINE INDUSTRY

Finance in the magazine is gained from a the following:

- Cover Price

- Subscription

- Circulation data

- Mass and niche markets

- Target readership

- Media pack

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Cover price:

This is the price of the magazine, which is usually placed on the cover or back page in physical copies. This indicates the total price for the individual magazine alone.

Subscription:

With a magazine subscription you pre-purchase a certain amount of magazines before release. This is usually done in two ways, purchase of magazines in a certain time period or a specific number of magazines. However, nowadays you can subscribe to either print, physical or a mix of both if available. With Vogue, they give an option of 'digital' or 'print and digital'.

Circulation data:

Circulation is a count of how many copies of a particular publication are distributed, these circulation audits are provided by the Audit Bureau of Circulations also known as the ABC.

Mass and niche markets:

A mass market is something which could be widely consumed, such as a TV magazine as many people watch TV. TVs are in most homes and a TV guide is something which Compared to the niche market which is a specific market for a smaller clientele, an example being a horse riding magazine since you would be an avid rider to purchase a such magazine. They would include tips on working with a horse and riding said horse, which is not information that everyone would want nor need.

Target readership:

This is the target market of the magazine / brand, for example an advert for a chocolate bar would not feature in a magazine about fitness and health. It is vital to know market of your magazine so that you can best show adverts, products or articles that would fit them well, if they didn't then the engagement number may drop and they would lose loyal customers. The advertisers need to look at the stats of the potential magazine and compare, they can do this with the media pack - explained below. For instance, Men's Health's audience spends the most on motors in the UK out of all lifestyle magazines, even rivaling actual motor magazines such as Top Gear and Auto Trader. This would be a perfect magazine to advertise cars in, especially since the readers spent around £1,400,000,000 on new cars in one year.

Media pack:

A media pack is a group of information that you would show to potential advertisers to show them about the current and target audience of the magazine. It includes stats of the magazine's circulation, sales and demographics, as well as the prices of how much the advert feature are - for either online or print publications.

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MEDIA PACK CASESTUDIES:

Working with the concept of media packs, below are three examples of how brands could advertise their products in different magazines - due to the target readership of both the magazine and the brand's product.

Cadbury:

The aim for the advert is promote the product as a healthy chocolate, a perfect audience is the 'Take A Break' magazine as its main consumers are mums between 21 and 50, mums are tend to want to lower their body mass, may this be from 'baby weight' (from newly found mothers) to older women who just want to be healthier. The magazine has been a household name for over twenty years in the BC1C2 demographic, their articles are mostly stories sent in from people of this, which they will find attractive. This mixes the uses and gratifications of divergence and personal identity. The reader wants to dive into someone else's life, however they will be generally of a similar socio-economic status so this would be an example of personal identify, they want to understand how they could change their lifestyle slightly, for the better.

PURCHASES:

Full page advert (£28,650)

Full page display (£22,920)

Loose insert (£32 CPT - 419 times over)

The advert needs to have a noticeably large advert to even be easily recognised, with this, the company can do their iconic minimalistic adverts. A loose insert makes sure that the reader is aware of Cadbury's presence, whether it falls to the ground upon opening the magazine or they flip through to the sheets.

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Dior:

For Dior, I would place the adverts in British GQ, the demographic of which is ABC, which is the ideal for the product in question. The magazine brand is one of the market leaders according to their media pack, which you can see below. Their stats are extremely good and mean that the product will have a high consumption rate, meaning higher sales. As well as this, there are many ways that Dior could advertise with GQ - shown below - meaning that they could really diversify their tactics in order to get the best deal.

PURCHASES:

Print:

Double page spread (£33,585)

Page specified position (£18,571)

Loose single sheet insert (£32 per ‘000 - 100 times over ~ £3,200)

DPS run of page (£30,697)

Online

Premium + Photo 360 (£8,000)

Premium scrolling ad (£4,000)

Dior has a very high budget meaning that they can splash the cash on advert placements which are large, such as the double page spread - this dps is typical of this type of AB consumer, the page will be made contempory and keep a theme of modernness. The brand also has an online presence, meaning that this should be reflected in their digital marketing. The premium packages give the feel of class, with the scrolling ad specifically.

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Mark Hill:

A hairdryer needs the demographic of a beauty magazine, the product is based to appeal to females with its unique qualities, this demographic stretches to all ages, but prominently from teenagers to adults. With the 98% reach of female readers and beauty basis Glamour is perfect. Social media campaigns would work well as the youthful target audience are commonly on social media regularly, this would gain publicity.

Purchases:

Digital:

Beauty section sponsorship (£33,000)

Billboards (£38 cpm - 100 times over ~ £3,800)

Gallery interstitials (£63 cpm - 100 times over ~ £6,300)

Print:

Inside front cover dps (£39,823)

Contents / masthead (£19,239)

First third (£16,729)

The print ads are highly prominent, with the masthead and inside front cover placements, the ads cannot be missed. This encourages a familiarity with them as the consumer consistently flips to the front of the magazine for the contents page. Digital billboards ensure that the ads are seen, regardless of their size as they reappear, this influences the audience to feel more inclined to purchase.