Topic 4: Magazines Specialization
Topic 4: Magazines Specialization MC 101-740
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This 3 page Study Guide was uploaded by Destiny Giebe on Monday February 22, 2016. The Study Guide belongs to MC 101-740 at Southeast Missouri State University taught by Frederick Christopher Jones in Spring 2016. Since its upload, it has received 33 views. For similar materials see Mass Comm & Society in Journalism and Mass Communications at Southeast Missouri State University.
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Date Created: 02/22/16
Magazines: Specialization Have you ever stared in amazement at the magazine rack at Barnes and Noble, wondering who in the world reads all of these different magazines? There seem to be magazines on everything - cigar smoking, kayaking, underwater piano tuning. But that's how magazines have survived - through specialization. CATEGORIES Magazines are categorized into three basic groups: consumer, trade and non-commercial. The easy way to recognize these groups is by looking at their advertisements. Consumer magazines carry a wide range of ads for consumer products, products like automobiles, shampoo or clothing. Check out "People" magazine, an excellent example of a consumer magazine. Trade magazines on the other hand, focus on advertisements for different occupational groups. For example, "Utah Trooper" magazine might have advertisements for service revolvers, bulletproof vests or Krispy Kreme donuts (just kidding). Finally, there are non-commercial magazines which have advertisements for...nothing. This group includes scholarly journals or company newsletters. Here is today's trivia question. What American magazine has the largest circulation? "TV Guide?" "National Geographic?" Neither. Although I doubt you read it, "AARP: The Magazine” has the largest circulation, with over 47 million readers. This magazine is aimed at readers over 55, which is the fastest growing age segment in the United States. And it's only $16 a year. See what you have to look forward to. In "Cosmo", you'll finThis trade magazine forNon-commercial ads for lipstick and cinematographers will magazines are usually consumer magazineit a and other filmcameras the one above - theyike equipment don't have any ads. SPECIALIZED EDITIONS Magazines also come in specialized editions, in the effort to reach more specific markets. Some national magazines, like “TV Guide”, run regional editions. With regional editions, magazines are printed at several sites across the country. At those sites, articles are added that appeal to people in that area. For example, a Colorado edition might include an article about snowboarding. An Idaho edition might include an article on potato juggling. National magazines will also release split-run editions, which feature regional advertisements. For example, an advertisement for "Steak and Shake" would be effective for a Missouri edition, but people in the west have never heard of "Steak and Shake". So a split-run edition in California would offer an advertisement for "In and Out Burger" instead. Finally, national magazines will also release demographic editions, which feature ads aimed at specific consumer groups. Magazines will target certain zip codes as high- income areas and place advertisements accordingly. For example, everyone knows that the 90210 zip code is populated with rich, attractive, spoiled-brat young people from Beverly Hills. An ad for Saks Fifth Avenue or Ferrari might work in this demographic edition. However, the 63755 area code (good old Jackson, Missouri) contains people with different buying habits, so that Ferrari ad might be replaced with an ad for John Deere. This strategy is less expensive for advertisers, because they aren’t buying ads for the whole country - but they're still targeting the right people.
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