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Mass Media Week 9

by: Jocelyn

Mass Media Week 9 MMC2604


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About this Document

Advertising and Magazines
Mass Media and You
Darlena Cunha and Steve Orlando
Class Notes
25 ?




Popular in Mass Media and You

Popular in Communication

This 7 page Class Notes was uploaded by Jocelyn on Monday March 14, 2016. The Class Notes belongs to MMC2604 at University of Florida taught by Darlena Cunha and Steve Orlando in Spring 2016. Since its upload, it has received 25 views. For similar materials see Mass Media and You in Communication at University of Florida.


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Date Created: 03/14/16
Tuesday, March 8, 2016 Mass Media Week 9 Advertising and Commercial Culture - What is advertising? • The act or practice of calling public attention to tone’s product, service, need, especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. - Advertising Media: Traditional • Newspapers • TV • Magazines • Radio • Outdoor • Direct mail - Advertising Media: Online • Banner ads • Websites Blogs • • Texts - Worldwide ad spending 2014 • $529 billion dollars or the GDP of Sweden - TV still dominates • People spend more time with television than with any other major medium - Four top ad agencies • Interpublic Omnicon • 1 Tuesday, March 8, 2016 Publicis • • WPP - Ad appeals: see slide - Best print ads ever • Misogyny in 1920s • Cadillac, 1915 • Listerine, 1920s • Volkswagen • Got milk? • Calvin • Absolut • iPod • It’s the hat (Germany) - Best Commercials Ever • Marlboro cigarettes, 1960s • Budweiser, 2000 • Keep America Beautiful PSA, 1970s • Partnership for a Drug-Free America, 1980s • Apple Macintosh, 1984 • Cinnamon Toast Crunch, 2015 • Wendy’s “Where’s the beef?” 1984 • Oscar Meyer, 1973 • Budweiser, 2015 • Apple vs PC, mid-2000s • Life Alert, 1980s • Joe Isuzu, 1980s • Squatty what? 2015
 2 Thursday, March 10, 2016 Magazines: The Age of Specialization - Magazine History • Comes from the French word: magasin—storehouse • Original definition: writing and reports usually taken from newspapers • Today’s definition: collections of articles, stories, and advertisements appearing in nondairy periodicals that are published in the smaller tabloid style rather than the larger broadsheet style First Magazine: The Review by Daniel Defoe, 1704-1713 • Overview - 1741: Colonial Magazines: reprint material from newspapers. Unsuccessful - 1821: National Magazines: The Saturday Evening Post, first women’s magazine. Longest running magazine in US history. - 1850s: Illustrations begin in magazines - 1879: Postal Act of 1897: Post and railroad costs plummet, allowing magazine distribution to increase - 1903: Ladies’ Home Journal reaches circulation of 1 million - 1922: Reader’s Digest reprints elections from other publications and becomes the leading magazine in the nation - 1923: TIME packages news reporting in a narrative form - 1936: LIFE started with photojournalism and fashion trends - 1953: TV Guide: starts publishing TV schedules ahead of newspapers - 1972: LIFE closes: cannot compete with television - 1974: People: first successful mass market magazine in decades - 1995/6: Salon and Slate launch as first online only magazines - 2010: iPad: gives magazine subscriptions new life - 2014: AARP magazine has highest circulation of any magazine in US 3 Thursday, March 10, 2016 - 1800: 12 mags, 1825: 100 mags, 1850: 600 mags, 1870: 1,200 mags, 1890: 4,500 mags, 1905: 6,000 mags Types of Magazines - Specialty: Gun Magazines, Nature Machines, Agriculture Magazines, Health Magazines - General Interest Magazines: Saturday Evening Post, Reader’s Digest, TIME, Life - 1950: Magazines began folding even with high circulation due to : Changing consumer tastes • • Rising postal costs • Failing ad revenues • Television - Photojournalism • Wood cutting: 1800s • Dot patterned screen • Photography opens to middle class, 1880s, George Eastman • Photojournalism: 1900s, Jacob Riis • 1923: TIME: photojournalistic magazine • 1924: Life: Margaret Bourke White TV Photojournalism: • - Kennedy Assassination: 1963: procession - Vietnam: Eddie Adams - Online Magazines • Wired • Popular Mechanics • The Atlantic • Salon 4 Thursday, March 10, 2016 • State • People • Men’s Health - Types of Magazines • By advertiser - Consumer magazines (O, Cosmo) - Trade Magazines (Advertising Age, Gun Magazine, PC World) - Farm Magazines (Modern Farmer, Dakota Farmer, Garden and Gun) • By audience - Women’s Magazines (Redbook, Glamour, Marie Claire) - Men’s Magazines (Men’s Journal Esquire, GQ) - Elite Magazines (Harper’s, The New Yorker, The Atlantic, Vanity Fair) - Children’s (Highlights, Ranger Rick, Tiger Beat) - Minorities (Root, Essence, Latina) • By speciality - National Geographic, Sports Illustrated, Smithsonian - Tabloids - How Magazines Work • Editorial Department produces all content except advertising • Publisher —> Editor in Chief —> Magazine Editor —> Sub-editors - Subeditors oversee photography, illustrations, reporting, writing, design, layout, print, and multi media Contributing staff writers, finance writers • • Most magazines reject 95% of unsolicited pitches and submissions - Production and Technology Department: maintains the computer and printing hardware necessary for mass market production. Printing is offsite. 5 Thursday, March 10, 2016 - Advertising and Sales Department secures clients, arranges promotions, and places ads • Top glossies can charge $300,000 or more for a full-page ad. However, most allow a 25-50% discount on that rate • Average magazine is 55% content and 45% advertising • Digital ads: Display (traditional picture ad), audio, video, reveal, panoramic - Display: $5,000. Premium: $25,000 - A few magazines abandoned the ad model and use only subscriptions: • Highlights, Ms., Consumer Reports, etc. Types of Editions Regional Editions: National magazines who content is tailored tot he interests of different geographic areas. Ex. Sports Illustrated Split run Editions: The editorial content remains the same but the magazine includes a few pages of ads purchased by local or regional companies Ex. TIME and Sports Illustrated Demographic Editions: editions of magazines targeted at a particular group of consumers, using occupation, class and/or zip code. Ex. TIME How Magazines Work: - Circulation and Distribution Department: monitors single-copy and subscription sales. • In 1950: Newsstand sales = 43%, Subscriptions = 57% • Today: Newsstand sales = 9%, Subscriptions = 91% - Tactics: Have subscribers renew well before their subscription is up and bet that advanced money in the budget. Have evergreen subscriptions that automatically renew. Use controlled circulation, providing free magazines to captive audiences (such as those on a flight) 6 Thursday, March 10, 2016 - Digital is saving magazine subscriptions (but so far killing advertising). iPads largest app. The Kindle Fire, Nexus 7 and Samsung Galaxy Tab Who owns the magazines? TIME Inc HEARST CONDE NAST MEREDITH 7


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