JL MC 101 Lecture Notes - Lecture 3: Ad Council, Data Mining, Paperback
18 Aug 2016
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The domination of specialization (cont. : men and women. Women already a valued market, but men became attractive as well: specific interests. Music: rolling stone started left-wing political and has lost some original readers as it moves more mainstream. Nature: nat geo helped pioneer color photography - currently one of the best for photojournalism: age. Aarp magazine and aarp newsletter largest circulation by over. Aarp shrugged off about 60,000 cancellations in 2003 by members who were angered by aarp"s support of a medicare bill: elite magazines. Focus on literature criticism, journalism to affluent urban audience: minority - target magazines. Now targets almost every race, ethnicity and culture. Advertising rates of magazines even though often untrue. Internet initially thought to kill magazine, now helps. Digital process depend on what the ad does: often 45% / 55% ads to copy, do you buy magazines partially for the ads, shopping magazines blur the lines between editorial and advertiser content.
