Publishing
Terms
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copy deck
- 20th century design
- technological techniques - CTP (ads/ editorial produced without film)
- supply and demand
- mag prices effected by readers interest (ex: Time & Newsweek could raise cover price when Watergate going on)
- soft/ hard offers
- any good test will have two/three diff. prices and soft/ hard offers
- 1920s dramatic change in content
- when Time, Reader's Digest and New Yorker were created in response to shifts in attitude toward work & leisure time after WWI. BREVITY/BRILLIANCE
- third step to establishing concept
- identify your audience
- distribution expenses
- costs include in-house distribution salaries, commissions given to wholesalers, postage to subscribers
- Magazine uses & gratifications
- cognitive, affective, personal, social, tension release
- best time to mail
- right after Christmas or June/ September
- CPM
- Cost for an advertiser to reach 1,000 readers. Help determine value of a magazine ad.
- best mailing lists
- 1. those who have subscribed to other mags by mail 2. to other fields by mail
- rate base
- the # that consumer magazines in highly competitive fields guarantee for circulation to advertisers
- advertorials
- insert pages that contain ads but also editorial matter that may resemble that in the magazine
- Time's content driven by four concepts
- 1. week's news would be organized logically in short departments 2. while both sides of a story told, would be evaluate and interpret what news meant 3. writing would be crisp, curt, complete 4. emphasis on personalities who made the news
- Magazine
- Printed and bound publications offering in-depth coverage of stories often of a timeless nature. Their content may provide opinion and interpretation as well as advocacy. They are geared to a well-defined, specialized audience and they are published regularly, with a consistent format.
- Consumer magazines
- Created for popular consumption. Sold on newsstand or by subscriptions. Usually contain advertising; readers are important because of their potential as consumers
- generic advertising
- closely connected with field served (cosmetics in women's mag)
- paid circulation
- someone has bought either a single copy or subscription
- second step to establishing concept
- sharing ideas with friends and relatives
- difference between mag. and books
- magazines must be born repeatedly. with books, one version and it's completet's complete
- PR magazines
- Also called corporate communications magazines. Most common of all. Tell employees what's happening in organization, explain it to clients and smooth the way for organization to deal with outside agencies.
- monitoring costs of ad dept.
- 1. The % costs of net advertising income 2. ad costs per ad page
- Niche
- A narrowly defined focus
- Society and association magazines
- Come as one benefit of membership. Ex: Smithsonian. May carry advertising. Most sold through subscriptions.
- focus group interviews
- depend on magnifying results of in-depth thinking by using benefits of group dynamics.
- Circulation
- Sum of number of people who buy on newsstand and number of people who buy through a subscription
- when to expect results
- some 40 days after mailing
- magazine readers are
- self selected
- first step to establishing concept
- development of substantial ideas
- direct mail test
- known as "dry" test b/c product being tested isn't actually being published
- Magazines are
- in-depth, feature approach, specialized content & audience
- two mag. methods of research
- focus group and in-depth research
- non-generic advertising
- of interest to consumers, such as ads for cars in those same women's mags
- advertising expenses
- salaries, development of media kits, research and creation of audience profiles
- 18th century design
- hand labor- paper made by hand, type set by hand, printing necessities imported from England so at a standstill during Revolution
- circulation revenue
- revenues before costs are deducted
- fourth step to establishing concept
- determine who else wants to reach those readers
- magazines need to be sold twice
- first readers, then advertisers
- rate card
- a listing of a publication's ad rates together with info needed for advertisers who are planning to use the mag
- five factors with ongoing impact on mag. industry from 1741 to present
- 1. literacy and education 2. content 3. appearance 4. transportation/delivery 5. production/technology
- questions to ask self
- is it a book? is it a fad?
- controlled circulation
- controlled = euphemism for free
- Organizational plan
- Staff size, organization chart, job duties
- hot names on a list
- those that have subscribed during only the past 3 months
- business plan
- demonstrates interconnectedness of product + its economics
- subscription expenses
- postage, creation of materials such as direct mail flyers, reminder mailings to current subscribers
- content of 18th century mags
- 1. literally storehouses of material- gathered from British pamphlets, books, mags2. content was broader than newspapers 3. wanted to depict American life in favorable light. 4. articles were lengthy and unsigned b/c publisher was also editor/primary author/printer. 5. contributors incl. great American figures
- major financing
- amount you need to take magazine to profitable state
- production expenses
- printing, paper, prepress, press proofs
- sell-through rate
- # of copies given to newsstand/ # of copies sold
- admin/ operating expenses
- offices, equipment, salaries
- traits creativity manager must have
- 1. creativity in developing ways to read readers 2. understanding of statistics 3. ability to deal with infinite detail
- 19th century design
- mass production introduced during last decade- assembly lines, etc. by 1871, could simultaneously print both sides of a continuous role of paper. Color part of process by 1860. Photographs became common. In 1866, Linotype machine eliminated need to set type by hand
- editorial expenses
- salaries for staff, freelance etc
- 3 ways to test potential sale of paid circulation magazines
- 1. subscriptions through direct mail 2. subscriptions through subscription agents 3. copies on newsstand
- projections for new magazines
- we often call for response rates of 6% or 8%
- circulation
- consists of acquiring, communicating with, and renewing readers of a magazine
- soft offer
- might attract more interest
- content of 19th century mags
- 1. mags became broader in content with fiction, plays, essays, poetry etc. 2. literature dominated content until 1890s. 3. paid editors/contributors became norm around mid-century 4. by end of century, most trades/professions had at least one mag. devoted to it
- 3:1
- ratio between cover price and the promoted cost of the magazine in direct mail materials
- finders
- can potentially find money for you
- Marketing plan
- Decisions on promotion, frequency, circulation, distribution & budget
- Trade magazines
- Content is job related and audience consists of readers in specific occupations
- Formula
- Three to five tables of contents to show breakdown/ types of depts. and features
- 19th century
- saw literacy rising to 75%. higher in n/e states and particularly low along frontier
- Magazine types
- Consumer, trade, organization, other (literary, Sunday supplements, free urban, e-zines)
- 1741
- when first American magazines were established
- single copy expenses
- commissions to wholesalers, to newsstand sellers, special promos for issues
- Custom magazines
- Also called sponsored publications. Type of PR magazine. Sent to clients as a benefit of purchasing a particular product or service, but seldom present direct information about the activities of the organization
- current first year survival rate
- > 40% of mags survive first year
- 20th century
- with niche audiences, capable of reaching just about every American. higher education enrollment continuing to rise.
- try two diff. copy approaches
- two diff. mail packages are written from scratch by two diff. copywriters
- seed money
- includes amounts you need to get started. at greatest risk b/c all you have is an idea
- After Civil War
- literacy no longer domain of well-educated few.
- natural circulation level
- readers most interested in subject matter and reached without undue strain/expense
- secondary readership
- pass along readership is great for mags
- positioning
- giving all the reasons why someone should buy ads in your magazine
- distribution of profit
- seed money investors get 3-5x the % of ownership per $ they invest compared with major investors
- 18th century mags
- few in # b/c few readers. in 1741, pop. only 1 mil. female literacy < male literacy.
- in-depth interviews
- -normally done one on one.
- Direct marketing
- includes direct mail, advertising in other media, Internet & insert cards. Includes a mechanism for reader response - a printed or online form to fill out/ number to call/ coupon to send in
- fifth step to establishing concept
- question yourself - why doesn't this magazine already exist?
- Typical business plan
- Title, Magazine type, Editorial philosophy, Audience, Identity/ comparisons to competitors, formula, organizational plan, marketing plan
- membership
- while associate mags are supported by readers in this form, some go beyond and make available to non-members
- groups involved in financing
- 1. seed money investors 2. major investors 3. key employees 4. YOU
- wholesalers
- outlets that sell to retailers
- DTP
- publishers arrange to have material sent electronically direct to printer, in which case publisher doesn't handle it at all
- 1996
- # of wholesalers who delivered mags to newsstands was drastically reduced
- Types of organization magazines
- society and association, public relations, custom
- dry test
- send only a direct mail package announcing the magazine before the creation of an actual publication
- easiest way to establish price
- look at competing magazines. don't make it too low
- fulfillment
- involves all circulation record keeping activities
- attributes of mags that attract ads
- -universally read, devoted to specific interests, portable, have extensive info, high graphic impact
- conversion
- what first renewal is called
- hard offer
- typically result in more subscribers
- only constant
- concept - it is your guideline, your mission statement (Husni)