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Media: Magazine Research Media: Magazine Research. By: Bethany Watson How many titles are published in the UK currently? There are over 8000 titles currently being published in the UK, but many that are published in the UK are also published in the USA as well, such as ‘Take a Break’, ‘Chat’, ‘Now’ and ‘Heat’. What was the first UK magazine publishing company? Bauer Media Group. This company has its headquarters in Hamburg, Germany. The company was founded in 1875, and by 2013, the number of employees within the company had reached over 11,000 people. Is the UK magazine industry growing or shrinking? Printed copies of many UK magazines are running at a declining rate of roughly 4%-5% over the past few years, but in January 2015, this rose to 7.3% decline and by February 2015, it reached 12.7% decrease (in people buying paper editions of a magazine). This is due to rising use of the internet-many people do still read the magazines, but they tend to prefer to use online renditions, rather than going out and buying a paper copy. What does ‘Circulation’ mean? The audience intended for consumption of the product/ the area in which consumers of the product are centrally based. It could also be the movement of the magazine, so this could be the areas that it meets, and the places it aims to reach (its target audience). What is currently the best-selling title in the UK? The best-selling magazine in the UK currently is TV Choice. On average, TV Choice magazine sells 1,266,242 copies weekly, and has an estimated Annual Retail Sales Value (RSV) of £32.9 billion. What is meant by the ‘Consumer’ title? A person who purchases goods and services (in this case, a person who chooses to purchase and make use of the magazine) for personal use. What is meant by B2B titles? B2B is ‘business to business’. This means that B2B is a business/ trade magazine. This is usually the type of magazine that you would find advertisements, and/or business offers in the content. What can you find out about the challenges to the UK magazine industry? More magazines are being viewed online, so people are not buying and reading the paper editions of these magazines. New technologies, and advancements in technologies, mean that magazines are not as widely used for entertainment value, as people are preferring to use other methods of entertainment. What is meant by a ‘Mainstream’ and ‘Niche’ audience? Mainstream: A large audience-reaches more than one stereotype of person. (although the two or more groups aimed at within the mainstream audience could be similar, and are very likely to be similar, as they will have similar interests, hence the reason that they are a part of the same target audience). Niche A small audience, of, generally, one stereotype, or of two or three very similar stereotypes, e.g. teen girls, teen boys, children, farmers, outdoors, women, men, hunting, fashion etc. How are magazines produced/ created? o Advertising. o Promotion. o Media Design. o Interviews. o Front Cover/ Inside Design. o Raising Support (e.g. finding companies to advertise in your magazine). o Website/ Web Design. o Separating content into categories. o Publication Page (e.g. production/ distribution company, editors, researcher etc.) Job roles involved in magazine creation. o Editor/Editorial. o Consumer Marketing/ Circulation. o Art Director. o Design Production/ Manufacturing. o Art Design. o Public Relations. o Picture Editor. o Communications. o Picture Design. o Finance/ Accounting/ Legal o Features Editor. Research. o Photographer. o Human Resources. o Staff Writer (writing stories/ o Printers. articles.) o Layout Techs. o Administrative/ Clerical Support. o Paper Handlers. o Management. o Designers. o Advertising Sale. o Marketing Production. Conde Nast Publications: Type: Subsidiary. Industry: Mass Media. Founded: 1909. Founder: Conde Montrose Nast. Headquarters: One World Trade Centre, New York City, New York, USA. Area Served: Worldwide. Key People: Samuel Irving Newhouse Jr. (Chairman), Charles Townsend (Chief Executive Officer), Robert Sauerberg Jr. (President). Products: Magazines. Parent: Advance Publications. Website: www.condenast.com How many titles does your magazine publisher publish? Conde Nast publishes 28 magazines. The titles of these are: Vogue, W, WWD, Style, Glamour, Allure, Self, Nutrition Data, Teen Vogue, GQ, Details, Architectural Digest, Brides, Lucky, FN, Golf Digest, Golf World, Vanity Fair, Bon Appetit, Epicurious, Conde Nast Traveler, Con Clerge, Jaunted, Hotel Chatter, Vegas Chatter, Wired, Reddit, Ars Technica. Parent company of your chosen publication company. My chosen publication company was Conde Nast. The parent company of Conde Nast is Advance Publications. The parent publication company for my niche magazine is Diamond International. Does the conglomerate have any other subsidiaries? It has: o Advance Internet. o Advance Digital. o Advance Publications Newspapers, o Advance Publications Magazines/ Advance Magazine Publishers. o American Business Journals. o Conde Nast. o Parade. Demographics. Glamour: AB- 32% ABC1- 64% Female- 93% Countryman’s Weekly: CD- 93% ABC2- 7% Circulation Figures: Glamour- Total Combined UK Audience (incl. web, digital edition, printed copy) (unique viewers (web))- 1,664,000 (+8% since 2012).-may include how many people use this, rather than the amount of people buying the product. 2014- 400,270 (-2.5% since 2013). Countryman’s Weekly- 23,000 Website/Digital Edition: Glamour- (print edition)- down 2.5% per year. 40% (in total) buy the print version. 60% (in total, who use technology, rather than paper copies).* 22% Digital Edition.* 38% Online Edition.* Countryman’s Weekly- 3729-Online edition** *of 1,664,000. **of 23,000 How do magazine titles reach out to audiences through the use of other technology (e.g. mobile phones, iPads, Kindles etc? Glamour- Mobile/tablet edition available for download. 40%-Print Edition. 38%- Website Edition. 22%- Digital Edition. Countryman’s Weekly- copy available for reading online. 3739-Online Edition. What kind of advertisers place adverts in the chosen title? Glamour- H&M, Dove, Prada, Fiat, Pantene, Daisy-Marc Jacobs, Cartier, UGG, Muller, Maybelline (New York), John Frieda, Tesco, Cancer Research, Aqua Pura, Scottish Power, Revlon, George (at ASDA), Sensodyne, Olay, Rimmel London, Cetraben, Max Factor, Miss Dior. These are mostly beauty products, and fashion products. This is linked because this is a women’s fashion, health and beauty magazine, so the advertisements in the magazine are linked to the central theme of the magazine. What kind of advertisers place adverts in the chosen title? Countryman’s Weekly- Ian Hodge Shooting and Field Sport Supplies, West Country Game Fair, Bridport Nets, The National Gamekeepers’ Organisation, Blade Tech, Pacdog.com, Melbourne Tackle and Gun, The Gunshop Directory, Arthur Carter Ltd, Gerber Outdoor, Moonraker Knives. These are linked to the general outdoor theme of the ‘countryman’, as they are about hunting, shooting and being outdoors. What are ‘Glamour’s main competitors? o Vogue. o Cosmopolitan, o Women’s Health. o Black Beauty, o Beauty Scoop, o Lucky, o Dior, o More!, o In Style, o Fashion, o Women’s Weekly, o Top Sante, o Allure, o Cleo, o Porter, o Women’s Era. What are ‘Countryman’s Weekly’s main competitors? o Outdoor Life. o Outside. o Outdoor Adventure. o Men’s Journal. o Outdoor Photography. Contact Details for Advertising: Glamour: OnlineAdvertisingQueries@CondeNast.co. uk (middle class women- average age of 34). Countryman’s Weekly: advertising@countrymansweekly.com (middle/ working class men- average age of 27). How do the Publishers reach out to the Target Audience? Glamour: articles about fashion, articles about health and beauty, celebrity interviews, adverts about fashion/ fashion tips (what is ‘on-trend’ this season), adverts about health and beauty products e.g. makeup (Rimmel London) or celebrity perfumes. Countryman’s Weekly: articles about caring for hunting animals (e.g. dogs, ferrets), articles about hunting and how to make sure you are safe and successful in your hunting, adverts about hunting, adverts about outdoor equipment e.g. clothing, hunting gear (e.g. knives, guns etc.) How does the publisher appeal to the audience on the website using methods not included in the magazine itself? Glamour: use of celebrity stories, fashion tips for the day from the editors, celebrity fashion, celebrity hair and beauty, celebrity hairstyles(e.g. Taylor Swift), celebrity photo galleries, summer styles, festivals, celebrities’ personal lives e.g. their children, fashion sense, lifestyle tips etc. ***widely encourages prosumer activity, with links to their site on Facebook and twitter. Also able to sign up for a subscription to their website/ online newsletter. Also has interactive links through the site, e.g. how to subscribe to their magazine. Countryman’s Weekly: advertising the sales of their ‘Country Cookbook’, partner links within the company, sales of outdoor gear, e.g. bushcraft knives advertised, picture gallery of hunting/ people and animals outdoors, subscription information/ get it on the apple app store. ***does not use prosumer activity. Only uses interactive links on their website e.g. buying equipment that they sell through their site (e.g. cookbook) and by signing up for subscriptions/ newsletter. Glamour Statistics *Unique Viewers*: Average Readership (Glamour) Countryman’s Weekly Statistics *Unique Viewers*: This webpage This could be because the target does not show any audience that the company (the parent company being Metropolis International)) statistics about is trying to reach is more likely to spend their company. their time outdoors rather than trying to find out the statistics of the webpage and/or magazine is not needed. This means that adding any This means that the information (such as this) would be company is able to use unnecessary for their website/ this space for advertising magazine, and would, therefore, be purposes, to gain more a waste of time and space that the money out of their producers/ web designers could be website/ magazine space, using to create/ store something of rather than using it for more use to the people using the statistics that many product.
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