the importance of magazines in your media mix linda hazelwood executive director manitoba magazine...
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The Importance of Magazines in your
Media MixLinda Hazelwood
Executive DirectorManitoba Magazine Publishers’ Association
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The Importance of Magazines in your Media Mix
Community PapersOutdoor
RadioDirect MarketingDaily Newspaper
TelevisionMagazines
Online/Social Media
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Why magazines?Tonight’s discussion.
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The basics of Marketing:the 5 P’s
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The basics of Marketing.The 5 P’s
Price, Place, Product, Promotion, People
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The basics of Marketing.The 5 P’s
Price, Place, Product, PROMOTION, People
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The Media Mix:
The combination of advertising channels employed in meeting the promotional
objectives of a marketing plan or campaign.
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Bridging the gap
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Magazine publishers and some of the jargon they use.
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Magazine publishers and some of the jargon they use.
Controlled vs Paid
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Magazine publishers and some of the jargon they use.
Controlled vs PaidNewsstand
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Magazine publishers and some of the jargon they use.
Controlled vs PaidNewsstandSponsored
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Magazine publishers and some of the jargon they use.
Controlled vs PaidNewsstandSponsored
Request
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Magazine publishers and some of the jargon they use.
Controlled vs PaidNewsstandSponsored
RequestHow many circulated: print – digital – reader numbers
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Magazine publishers and some of the jargon they use.
Controlled vs PaidNewsstandSponsored
RequestHow many circulated: print – digital – reader numbers
ABC – CCAB – self verified
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Type of magazines
Consumer – general interestConsumer – special interest
Trade (Business)Farm
ReligiousScholarly
Arts & LiteraryAboriginal, Ethnocultural,
Official Language Minority, GBLT
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Appearance
High quality gloss (long life)48 pages or more
quality editorial and advertising
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Not just straight pages.Polybag multiple leaflets (Western Horse Review)
Cover wrap (Pacific & Prairie Horse)
French Door Cover inc Spot Glue (Business Calgary)
“Full” Reverse Gatefold Cover (Country Guide)
“Half” Reverse Gatefold Cover (Cattlemen)
Tip on (Cattlemen)
Inside double gatefold (Canadian Magazines)
Poster (National Geographic)
Edge trim (Canadian Magazines)
Eco-Insert (Horse Country)
Blow-in 5-way campaign: Full page advert, tip on, Dealer Locator, Web link and digimag link to digital
catalogue (Horse Country)
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.4. Magazines are credible.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.4. Magazines are credible.5. Magazines offer a lasting message.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.4. Magazines are credible.5. Magazines offer a lasting message.6. Magazines deliver brand-relevant imagery.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.4. Magazines are credible.5. Magazines offer a lasting message.6. Magazines deliver brand-relevant imagery.7. Magazine advertising drives web searches and visits.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.4. Magazines are credible.5. Magazines offer a lasting message.6. Magazines deliver brand-relevant imagery.7. Magazine advertising drives web searches and visits.8. Magazines drive the purchase funnel.
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.4. Magazines are credible.5. Magazines offer a lasting message.6. Magazines deliver brand-relevant imagery.7. Magazine advertising drives web searches and visits.8. Magazines drive the purchase funnel.9. Magazine advertising sells brands and enhances ROI
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10 reasons to use magazines
1. Magazines and magazine ads capture focused attention.2. Magazine advertising is targeted.3. Magazine advertising is relevant and welcomed.4. Magazines are credible.5. Magazines offer a lasting message.6. Magazines deliver brand-relevant imagery.7. Magazine advertising drives web searches and visits.8. Magazines drive the purchase funnel.9. Magazine advertising sells brands and enhances ROI10. Magazines are becoming 360o marketing providers.
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Content Integrity
Editorial vs advertising bias.
The separation of editorial content and advertising messages must be
transparent to the reader.
Editorial integrity must be free of compromise or external influence.
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Sample magazines and media kits
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RECAPThe marketing mix
The media mixWhere magazines fit in the mix
How magazines can reach your marketsQuestions to ask when considering a particular magazine
Additional concepts offered by magazinesHow readers perceive magazines and their content
The long term value of print advertisingThe different types of magazines available
Where the magazines are published (does it make a difference)Magazines available locally and their reach
Print and digital, apps, tablets etc.
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Useful links
www.magazinescanada.ca/advertising/fact_books?language=en_CA&
http://www.magazinescanada.ca/business_media/fact_bookAudit Bureau of Circulations: www.accessabc.ca
Canadian Circulations Audit Board: bpaww.com
This presentation in Powerpoint and PDFwww.manitobamagazines.ca/professional-developmentCARD: Canadian Advertising Rates & Data: http://www.cardonline.ca/public/home.jsf
Hints on reading CARD: http://www.mcgill.ca/library/files/library/reading_card.pdf
www.manitobamagazines.ca
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(MB, ON, AB) Gardener Ian Leatt [email protected] 204-940-2707 pegasuspublications.netAnna Mari Loewen [email protected] 204-475-1006 everything-anna.comAyoko Yoko Chapman [email protected] 204-612-5944 www.ayokodesigninc.comBorder Crossings Meeka Walsh [email protected] 942-5778 bordercrossingsmag.comCanada's History & Kayak Mark Reid [email protected] 988-9300x218 canadashistory.caCanadian Dimension James Patterson [email protected] 204-957-1519 canadiandimension.comCanadian Dog Fancier Shawn Bennett [email protected] 204-895-2222 sgbennett.comCanadian Journal of Green Builders Trevor Shirtliff [email protected] 888-635-7776 marketzonepro.comCanadian School Counsellor Trevor Shirtliff [email protected] 888-635-7776 marketzonepro.comConvenience & Carwash Cda Brenda Jane Johnstone [email protected] 204-489-4215 convenienceandcarwash.comCovet Leigh McKenzie [email protected] covetmagazine.caCV2 Clarise Foster [email protected] 949-1365 contemporaryverse2.caFirst Nations Voice Al Isfield [email protected] 204-256-0645 firstnationsvoice.comGeez Aiden Enns [email protected] 204-942-1058 geezmagazine.orgHerizons Penni Mitchell [email protected] 204-774-6225 herizons.caHorse Country Shawn Bennett [email protected] 204-895-2222 sgbennett.comMBiz Aaron Newnham [email protected] mbchamber.mb.caMennonite Brethren Herald Laura Kalmar [email protected] 204-669-6575 mennonitebrethren.caNorthroots Frank Fieber [email protected] 204-687-5411 northroots.caOutwords Inc. Rachel Morgan [email protected] 204-942-4599 outwords.caPrairie Fire Andris Taskans [email protected] 204-943-9066 prairiefire.caRhubarb Magazine Garry Enns [email protected] 204-324-6259 rhubarbmag.comSAY Magazine Leslie Lounsbury [email protected] 204-582-7722 saymag.comSmart Biz Ian Leatt [email protected] 204-940-2707 pegasuspublications.netSmoke Signals Shawn Bennett [email protected] 204-895-2222 sgbennett.comStyle Manitoba Rita Van Leeuwen [email protected] 982-4455 stylemanitoba.comThe Cellar Door Lisa Muirhead [email protected] 204-612-2015 www.poisepublications.caThe Conservator Leigh Patterson [email protected] 204-467-3306 ducks.caThe Cottager Glenn Halgren [email protected] 1-866-404-4844 thecottager.comThe Hub Ian Leatt [email protected] 204-940-2707 pegasuspublications.net