Magazine Mgmt. Exam 1

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First national audience

Back 1

-for arts/culture -for collective memory -for branded advertising -for photography

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What advantage do mags have over newspaper or books?

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More permanent than newspaper, less expensive than books.

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Who influenced magazines in their early years?

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Godey's Lady's Book, Abolitionists, Alternative causes, Muckrakers

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Bifurcate Structure

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One side for editorial, One side for advertising

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Editorial: You must know the needs/wants of your audience and meet them with...

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Departments and features (superb writing, free from errors both factual and typographical), Beautiful Design/Graphics/Photography,Interactive features

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Where does most of your revenue come from?

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Ads (Exceptions--- Ms. Magazine, Mad, and Consumer Reports)

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Magazine Types

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Consumer, Trade, Organizational, Other Mutations

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Consumer Magazines

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Created for popular consumption, sold on newsstand or by subscription, marketed like any other product, usually contain advertising

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Organizational Magazines

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Society and assoc. mags, PR Mags (*Most ubiquitous, tell employees what's happening--- for NPO's, Universities, or govt.) Custom mags (PR short term for client)

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Other Mutation Magazines

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Literary Mags, E-Zines, Free Urban mags

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10 Reasons for Launch Failure

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1.No audience 2.Weak initial funding 3.Lack of advertising 4.Distribution roadblocks 5.Poor model for web products 6.Poor quality editorial 7.Bad timing 8.Failure to develop brand 9.Over segmenting the audience 10.No business plan

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Naming your Magazine

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-Short and sweet logo -Available internet domain -Newsstand appeal -Unique -Accurately reflects what's in it

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Mission Statement

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A statement of purpose that keeps you on target.

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A mission statement defines...

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Who you are, your audience, and what you do to get your message across

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The 7 Elements of a Successful Mission Statement

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1.Links to larger issues 2.Develops community 3.Conveys purpose 4.Establishes positive points of difference 5.Makes a competitive advantage of 'only' or 'best' 6.Targets key readers 7.Delivers leadership

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Editorial philosophy

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your FOCUS--- how you would explain your magazine's personality to investors, advertisers, new hires

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Successful magazines have....

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A highly focused editorial philosophy, a clearly defined formula, a thorough understanding of and connection with the audience

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1st, Think about your purpose

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-Inform -Interpret -Entertain -Advocate -Provide service

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The Editorial Formula

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Ties all the elements of a magazine together logically and coherently, # of pages, # of pages of advertising, # of pages of editorial, # of pages of continuing departments and columns, # of pages of features, placement of content

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Who dominated the magazine marketplace in the last half century?

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Baby Boomers and Racial and ethnic groups

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Good genres for baby boomers

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Health, Shelter Magazines, Personal Finance, Leisure

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Fastest growing minority since 1990's

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Asians

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What do publishers need to know about their audience?

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Who/where are potential readers? What are their characteristics? What do they want? How often do they read it? Do they save it? What other magazines do they read?

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Demographics

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Potential Readers

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Psychographics

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Reader Characteristics

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Differentiation

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Seeks to meet the desires of different subgroups within the population. Something for everyone. (Newspapers and Broadcast TV)

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Concentration

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Media product zeroes in on a set of target demographics and gears editorial formula to that audience. (Magazines and Cable TV)

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Demography

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The statistical study of human populations and their vital characteristics (Pop., age, marital status, life cycle, gender, race, nationality, religion, etc.)

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Socioeconomics

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Analyzes a pop in terms of economic and social class (Edu., occupation, income, home ownership, etc.)

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Psychographics

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Combines psychology and demographics and explores behavioral approaches to audience segmentation (*AKA- Lifestyle or attitude research and Harper's was first to use personality profiles in 1962)

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The AIO Approach

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Activities, Interests, and Opinions

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Types of Audience

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Casual readers, introductory subscribers, regular subscribers, renewing subscribers

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Common ways to find readers

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Direct mail, Single-copy distribution, Gifts, Advertising, Publicity, TV and Radio Broadcasts, Tie-ins, Give Aways, Events, Social Media, and

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Social Media Objections

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Inspiration and Publication

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Social Media Policy

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-Understand purpose of social media -Be responsible -Be authentic -Consider your audience -Exercise judgment -Understand the concept of community -Respect copyright and fair use laws -Protect confidential and proprietary info -Bring value -Promote productivity

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CPM

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Cost per thousand--- Total Ad cost/(total circulation/1,000)

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Rate card

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Provides potential advertisers the prices for your ads

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First serial rights

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Privilege to publish once

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Second serial rights

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selling for the 2nd time

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Simultaneous rights

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selling to multiple publication at the same time

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Work for hire

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You own everything they do even if they don't actually work for you.

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On-the-Spot firings are warranted when an employee....

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Breaks the law, engages in substance abuse on company property, is grossly insubordinate, or is grossly negligent

Front 43

The Freedom of Information Act in 1966

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was passed to assist anyone in finding out what is happening in the federal govt.

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How are journalists restricted?

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Libel/Slander, Copyright, Privacy, National security, Concentration of ownership

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Three Traditional Defenses

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Truth, Privilege, and Fair comment/criticism

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Two Constitutional Defenses

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The actual malice and negligence tests

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Privacy Protection Act of 1980

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Says authorities can't search your newsroom unless they expect danger or bodily harm

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When was the first copyright law adopted?

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1790

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What "bundle" does the 1976 Copyright Act grant?

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-To copy or reproduce -To create adaptations or derivative works -To distribute copies -To perform or display the work publicly

Front 50

A Successful Logo...

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Should be your primary selling point, place it as close to the top of the page as possible, Avoid covering it with graphics, Use dimensional typographic features, Use colors that set it apart from the background

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A Successful Image...

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Its focus must be clear and to the point, Eliminate extraneous clutter (like a poster), It should give a clear sense of the magazine, Zoom in, Should you enhance for illusion? (touch ups), Try rotating it

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A Successful Copy...

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Coverlines are your supporting cast, The largest should tie in with your image, Set off the largest with a distinctive font and color treatment, Secondary coverlines need to step down in importance, Give the reader a visual sequence to follow, Most effective coverlines are benefit oriented, Make use of the upper left corner

Front 53

A Successful Selling Color...

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It creates a mood and the mood sells, Made sure you create the right mood, Color should separate typographic components, Use colors to unite secondary coverlines

Front 54

What's involved in Developing an Ad Strategy?

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Are there enough Ad dollars spent in your market? Which companies have the greatest need for your magazine and how much support can you expect from them? How much competition? What spot should you claim among competitors? How can your prices support the competitive position you choose?

Front 55

A rate card should contain...

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Basic rates for black-and-white, two-color, and four-color ads of various sizes and frequencies; Rates for covers and other special positions; Rates for regional, demographic, or other editions; Discounts of various kinds (dollar volume, renewal, consecutive pages); Additional charges for bleed, if any; Printing requirements; Deadlines; Info about your ad sales force, office locations

Front 56

How do you ensure that you hire the best person for the job?

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Invest time in the process, Remember the importance of the interview, Check references and more, Expect to train new employees, Stress your strong points, Pay as much as possible, Be honest about work load, Enhance quality of life at work, Fire if necessary, publish a great magazine

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Questions you can't ask in an interview

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Questions not related to the candidate's skill, qualifications, or other job-related factors; Questions that might be viewed as the basis for a biased hiring decision

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dissemble

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v. disguise one's motives

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Shield Law

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Protect anonymous sources

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Sunshine Law

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Freedom to public information

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Maslow's Hierarchy of Needs

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Physiological, Safety/Security, Need to Belong, Self-Image, Fulfillment

Front 62

Assumptions about Workers: Theory X

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People don't like work; people need to be controlled to work effectively; they want to be controlled to avoid responsiblility

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Assumptions about Workers: Theory Y

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Assumes people see work as natural part of life; will perform if rewarded without threats; will seek responsibility

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Assumptions about Workers: Theory Z

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Japanese Model; Mgmt. should be built on mutual trust between employees and employers; Decisions should arise from consensus

Front 65

Journalists need what for job satisfaction?

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Autonomy, to be included in decisions, to be of service to the public, opportunities for growth, feedback

Front 66

Magazine life stages

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Infancy (1st enter market, sales low), Growth (Matuation, sales growing rapidly), Approaching Maturity (Competitors, sales slow), Maturity (Magazine finds place in category, competition continues, sales slower), Decline (The final stage, Customers lose interest)

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Strategic Plan

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Involves allocation of resources to achieve long-term goals, Generally 3-5 yrs, Represents the way your company expects to carry out its mission

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Intermediate Plan

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Provides reinforcement or corrections for long-term goals, Generally six months to two yrs

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Short-Run Plan

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Allows resources on a day-to-day or month-to-month basis, Generally a few days to a year, Meets goals of intermediate plan, Is the most vulnerable to become reactive

Front 70

Five Resolution Styles

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Competition (When goal is critically important), Compromise (When in a hurry), Collaboration (When you value the partnership and you have the time--- most effective and rewarding), Accomodation (When other person has higher power), Avoidance (When the other is dangerous or impossible to work with)