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Magazines

Magazines. For all chapters. Major technological innovations and their significance. How does innovation alter the industries and society? Relationship between the industry and the government. What specific actions does the government take to help and/or regulate the industry?

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Magazines

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  1. Magazines

  2. For all chapters • Major technological innovations and their significance. How does innovation alter the industries and society? • Relationship between the industry and the government. What specific actions does the government take to help and/or regulate the industry? • Relationship between the industry, its messages and products, and social values. What are some of the ethical concerns? • Relationship between the industry and the audience. How does the industry react to audience concerns? How does the audience react to media? • How does the business environment influence the industry. • Use industry-specific terminology.

  3. Main questions - magazines • How does the evolution of magazines exemplify the changing conception of the audience? • How does the evolution of magazines reflect changing technologies, and changing governmental priorities? • What are the main concerns that people have about magazines and their content?

  4. Magazines and audiences • The audience: • Originally, group of people who receive(d) mass media messages (undifferentiated). • Mass media audiences only possible after technology creates means to mass disseminate content. • Mass media audience(s) are dispersed.

  5. Criticisms • Is everyone part of the audience? • Is the audience homogeneous? • Audience, or audience(s) • Does the audience change over time?

  6. Audience segmentation • When mass audiences are divided into smaller segments. • Consequence of competition. • Highly competitive markets = more segmentation.

  7. Criteria for segmentation • Media use (television, radio, magazine) • Social characteristics • Age, gender, ethnicity, occupation, income, place of residence. • Needs • Information, entertainment, general interest, hobbies, etc.

  8. Magazine industries today • Consumer, trade and public relations magazines dominate. • Issues: • Integrating digital technology • Images, distortion of reality. • Hyper-commercialism. • Environmental concerns (AdAge, 10/14/2008)

  9. Top Magazines by gross revenue, 2007 Source: AdAge

  10. Top Magazines by gross ad revenue, 2007 Source: AdAge

  11. Top Magazines by Ad Pages Source: AdAge

  12. Technology • Revenues from digital/internet/wireless are increasing. • Median revenue share (2007) = 9.75% • MRS (2006) = 5% • Digital gains make up for print losses. • New strategies: • Expansion of reader-generated content (Business@work; Your Old House)

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