tag:blogger.com,1999:blog-48788798418614733202023-11-15T09:12:00.629-08:00Marketing and AdvertisingUnknownnoreply@blogger.comBlogger3125tag:blogger.com,1999:blog-4878879841861473320.post-70300215063651621472012-04-19T09:42:00.001-07:002012-04-19T09:42:52.275-07:00Advantages of Magazines<br />
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">The
benefits of magazine advertising include the ability to reach
specialized audiences, audience receptivity, a long life span, and
visual quality.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;"><b>Target
Audiences.</b><span style="font-weight: normal;"> The ability of
magazines such as Men’s Health, Fast Company, and Sassy to reach
specialized audiences has become a primary advantage of magazines.
For example, a set of magazines published by the Hearst Corporation
is called the Seven Sisters and is clearly targeted to contemporary
American women. These seven include Better Homes and Gardens,
Ladies’ Home Journal, Family Circle, Redbook, Women’s Day,
McCalls, and Good Housekeeping.</span></span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;"><b>Audience
receptivity.</b><span style="font-weight: normal;"> Magazines
have a high level of audience receptivity. The editorial
environment of a magazine lends authority and credibility to the
advertising. Many magazines claim that advertising in their
publication gives a product prestige. Clearly an ad in Fortune
would impress business audiences, just as an ad in Spin would impress
teenagers.</span></span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;"><b>Long
life span.</b><span style="font-weight: normal;"> Magazines have
the longest life span of all the media. Some magazines, such as
National Geographic and Consumer Reports are used as ongoing
references and might never be discarded. Other publications,
such as TV Guide, are used frequently during a given period of time.
In addition, magazines have very high reach potential because of a
large pass-along, or secondary, audience of family, friends,
customers, and colleagues.</span></span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;"><b>Format. </b><span style="font-weight: normal;">
People also tend to read magazines at a slow rate, typically over a
couple of days, so they offer an opportunity to use detailed copy.
The magazine format also allows more creative variety through
multiple pages and other features.</span></span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;"><b>Visual
Quality.</b><span style="font-weight: normal;"> The visual
quality of magazines tends to be excellent because they are printed
on high-quality paper that provides superior photo reproduction in
both black and white and color. This production quality often
reflects the superior editorial content. Well-respected
writers often write feature stories.</span></span></span></span></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4878879841861473320.post-72253575622396064752012-04-19T09:39:00.001-07:002012-04-19T09:39:16.333-07:00Ten Reasons to Advertise<br />
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Ten
Reasons to Advertise</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">1.
Advertising Creates Store Traffic</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Continuous
store traffic is the first step toward increasing sales and expanding
your base of shoppers. The more people who come into the store, the
more opportunities you have to make sales. A National Retail
Federation survey found that for every 100 items shoppers plan to
buy, they make 30 unanticipated purchases.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">2.
Advertising Attracts New Customers</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Your
market changes constantly. Newcomers to your area mean new customers
to reach. People earn more money, which means changes in lifestyles
and buying habits. The shopper who wouldn't consider your business a
few years ago may be a prime customer now.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">3.
Advertising Encourages Repeat Business</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Shoppers
don't have the store loyalty they once did. Shoppers have mobility
and freedom of choice. You must advertise to keep pace with
your competition. The National Retail Federation states:
"Mobility and non-loyalty are rampant. Stores must promote to
get former customers to return and to seek new ones.”</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">4.
Advertising Generates Continuous Business</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Your
doors are open. Employees are on the payroll. Even the slowest days
produce sales. As long as you're in business, you've got overhead to
meet and new people to reach. Advertising can generate traffic
now...and in the future.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">5.
Advertising is an Investment in Success</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Advertising
gives you a long-term advantage over competitors who cut back or
cancel advertising. A survey of more than 3,000 companies found that
advertisers who maintained or expanded advertising over a five-year
period saw their sales increase an average of 100 percent, and
companies that cut advertising grew at a less than half the rate of
those who advertised steadily.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">6.
Advertising Keeps You in the Competitive Race</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">There
are only so many customers in the market ready to buy at any one
time. You have to advertise to keep regular customers and to
counterbalance the advertising of your competition. You must
advertise to keep or expand your market share or you will lose to
more aggressive competitors.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">7.
Advertising Keeps Your Business Top-of-Mind With Shoppers</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Many
people postpone buying decisions. They often go from store to store
comparing prices, quality and service. Advertising must reach them
steadily through the entire decision-making process. Your name must
be fresh in their minds when they decide to buy.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">8.
Advertising Gives Your Business a Successful Image</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">In
a competitive market, rumors and bad news travel fast. Nothing sets
the record straight faster than advertising; it tells your customers
and competitors that your doors are open and you're ready for
business.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Vigorous
and positive advertising can bring shoppers into the marketplace,
regardless of the economy.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">9.
Advertising Maintains Morale</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Positive
advertising boosts morale. It gives your staff strong, additional
support. When advertising or promotion is suddenly cut or cancelled,
salespeople and employees may become alarmed or demoralized. They may
start false rumors in the honest belief that your business is in
trouble.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">10.
Advertising Brings in Big Bucks for Your Business</span></span></span></div>
<div style="font-weight: normal; margin-bottom: 0in;">
<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Advertising
works. Businesses that succeed are usually strong, steady
advertisers. Look around. You'll find the most aggressive and
consistent advertisers are almost invariably the most successful.
Join their ranks by advertising and watch your business grow!</span></span></span></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-4878879841861473320.post-78813800523489250572012-04-19T09:26:00.002-07:002012-04-19T09:36:36.909-07:00Cultural History of Magazines<br />
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<span class="Apple-style-span" style="font-family: 'Times New Roman';"><span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Magazines
were truly America’s first national mass medium, and like books
they served as an important force in social change. The mass
circulation magazine grew with the nation. Between 1900 and 1945, the
number of families who subscribed to one or more magazines grew from
200,000 to more than 32 million. New and important magazines
continued to appear throughout the decades. </span></span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Magazine
industry research indicates that among people with at least some
college, 94% read at least one magazine and average more than 11
different issues a month. Nearly the same figures apply for
households with annual incomes of over $40,000 and for people in
professional and managerial careers, regardless of educational
attainment. The typical magazine reader is at least high school
graduate, is married, owns his or her own house, is employed full
time, and has an annual household income of just under $40,000.
Advertisers find magazine readers an attractive, upscale audience for
their pitches.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">How
people use magazines also makes them an attractive advertising
medium. People report: Reading magazines as much for the ads as
for the editorial content, keeping them available for up to four
months, passing them along to an average of four similar adults, and
being very loyal, which translates into increased esteem for those
advertisers in the pages of their favorite publications. In
1950 there were 6,950 magazines in operation exceeding 22,000 in
2002, 12,000 of those being general interest consumer magazines.
Of these, 800 produce three-fourths of the industry’s gross
revenues. Ten new magazine titles are launched every week
(Magazine Publishers of America, 2000). </span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Magazine
specialization exists and succeeds because the demographically
similar readership of these publications is attractive to advertisers
who wish to target ads for their products and services to those most
likely to respond to them.</span></span></span></div>
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<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Source:</span></span></span></div>
<div style="margin-bottom: 0in;">
<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Introduction
to Mass Communication</span></span></span></div>
<div style="margin-bottom: 0in;">
<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Media
Literacy and Culture</span></span></span></div>
<div style="margin-bottom: 0in;">
<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Second
Edition</span></span></span></div>
<div style="margin-bottom: 0in;">
<span style="color: white;"><span style="font-family: Arial, sans-serif;"><span style="font-size: small;">Stanley
J. Baran</span></span></span></div>
</span></div>Unknownnoreply@blogger.com0