JOUR 386 Lecture Notes - Lecture 5: Centerfold
21 Feb 2017
School
Department
Course
Professor
Document Summary
Audiences tend to be more affluent and better educated. Only 160 are considered major titles (half a mil circulation and 1 mil revenue) Not all magazines (few) are major mags. Majority of magazines in this country appeal to very small, very specific audiences. Digital subscription increasing but only small percentage. Magazines attract ad dollars based on type of readers- the audience they deliver to an advertiser. Circulation is the key to setting ad rates. Rate base: agreed upon circulation # for a given issue. 22 different ad sizes-some typical sizes: quarter page, half, full centerfold, or double truck. Objective and subjective factors can also go into setting a mags ad rate. Twice as many trade magazines as there are consumer but trade magazines only account for 17% of the industry"s revenue. Mags tend to have a lot of ads. Typical consumer mag editorial ad ratio 53 to 47 percent. Specialty mags can be as much as 80% advertising.
