magazines

MAGAZINES the medium of action

Leonard T. Pineda IABMC Dept.

TOP REASONS TO ADVERTISE IN MAGAZINES

Magazines and magazine ads garner the most attention

Magazine advertising is valuable content

Magazines supply credibility

Magazine print and digital audiences are growing

Magazine advertising is relevant and targeted

Magazines are a leading influence on word-of-mouth

Magazine advertising sells

Predictions made over the decades, in which each new medium was forecast to kill an existing one …

Magazines

Television was predicted to kill the movies

The Internet would demolish television

Cable would put an end to broadcast

Magazine: the medium to beatAnd now … reality:

Consumers will keep anything that is relevant to them in their lives, even if it means adopting new behaviours and habits

Media usage has grown as consumers find more compelling, personalized, and relevant new options, and integrate them into their daily media menus

Magazines will stay relevant in an increasingly digital landscape

Magazine: the medium to beat

A changing multimedia world …

• The amount of media choice available today is having limited impact on the magazine experience

• 94% of all consumers expect to read the same amount of magazines or more in the next 12 months

• 92% of consumers read a magazine at least once a week

Source: Magazine Experiences Europe 2010, Fortune Time


• Magazines allow consumers to customize their reading experiences

Consumers want to be in control.

They want to suit their reading experiences to their own tastes. Where they read magazines, how they read magazines, when they read magazines.


Consumer controls results in engaged reach




• 54% of consumers claim that they like the look and feel of a magazine

• Two thirds of consumers would still prefer to read a paper copy of a magazine rather than an electronic version

• Magazines are described in terms of pleasure; their tactility and portability are key components of that pleasure

The tactile nature of a printed magazine

remains essential in a digital world




• Almost four in ten TV viewers (38%) surf the internet while watching TV

• Over a quarter of Internet users (26%) uses a mobile phone at the same time

• Magazines are a ‘me-time’ medium: readers are less likely to multitask

One third of consumers (34%) set aside ‘special time’ for magazines


• A magazine is really good at serendipity

Serendipity, the art of making happy and unexpected discoveries …

While reading a magazine, you can flip to a random page and find something new that you never would have thought to search for.



• Magazines are the definitive means of establishing a regular dialogue

Word-of-mouth recommendation is becoming the holy grail in an environment where consumer trust is critical to communicate and engage effectively


Magazines influence word of mouth

The Structure of a Magazine

EDITORIAL ORDER AND FLOW OF A MAGAZINE

Cover

The cover is what entices readers to pick up the magazine. It has an appealing photo or illustration, cover lines, roof lines and a UPC code.

TOC

Also known as the Table of Contents, the TOC captures the personality and character of the publication.



MastheadThe nameplate of the magazine’s staff, the masthead is a recognition page like movie credits seen at the end of a film.

Editor’s letterWritten by the chief editor, the editor’s letter usually covers his or her thoughts on the issue’s theme, how it came into fruition, how it’s relevant and/or the part that should especially be read.

Publisher’s letterThe publisher’s letter is sometimes left out in some larger publications, but generally he or she talks about the magazine and how it relates to the bigger picture.



FOBA common industry term for Front of Book pages, the FOB covers short roundups on different topics. Sections are short and are mostly assigned to junior editors, assistants and skilled interns.

Feature WellThe feature well is located at the center of the magazine and is usually 800 to 2,300 words.

BOBThe Back of Book is like the FOB, but it covers short closers like events, listings, essays, etc.

Magazine Advertising Rates

Regular Magazine Advertising Rates

1 Issue 3 Issues(6-Months)

6 Issues(1-Year)

Full page P 50,000 P 45,000 x 3 P 40,000 x 6

1/2 Page P 30,000 P 25,000 x 3 P 20,000 x 6

1/4 Page P 20,000 P 15,000 x 3 P 10,000 x 6

Magazine Advertising Rates

Special Position 1 Issue 3 Issues

(6-Months) 6 Issues(1-Year)

Back Cover P 80,000 P 75,000 x 3 P 70,000 x 6

Inside Front Cover (IFC) P 65,000 P 60,000 x 3 P 55,000 x 6

Inside Front Cover (Spread) P 110,000 P 105,000 x 3 P 100,000 x 6

Inside Back Cover (IBC) P 60,000 P 55,000 x 3 P 50,000 x 6

IFC/IBC gatefolds(3 panels)

P 130,000 P 125,000 x 3 P 120,000 x 6

Classified Ad - P 4,500Directory Ad - P 2,500

+ 10% E-VAT

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