Download - Communication Magazine
LE MAGAZINE Co
mm
unic
atio
n
23th March 2012
Ceren Ocmen advantages & disadvantages
Fleur Laurent case studies
Romain Gallice advertising strategy
Soleno Lepolles market positioning
Jean-Loup Gallois history & social evolution
Céline Mosès technical profile
historical and social evolution
First magazines The Gentleman's Magazine, 1731 in London. The Scots Magazine in 1739 is still published today.
First forms of advertising Headlines, illustrations, aside editorial text. In the 18th in the USA, notices of slaves sales or escapes.
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historical and social evolution
In the 20th numbers of ads aligns on mass production of goods and
services. In recent years, trend is up to tailor
ads and brings new dimension.
In the 19th styles were restrained, ads segregated to
the back pages (few branded
consumer products,
execption of patent medicine ads)
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• Vehicle for content
• Part of an ongoing project
• Magazines are part of « simple media » direct consultation by the target
• Developed and dynamic press form in France: French are the 1st magazines readers in Europe
technical profile
• Printed with ink on paper, nowadays often declined on digital : smartphones applications, websites
• Generally published on a regular schedule : on a Weekly, bi-monthly, quarterly... basis
• Variety of content
• Financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three
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technical profile Medium Features
Specialized chronicles, with a design, cover or title destinated to a precise target audience.
Multiplicity of audiences & subjects
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technical profile
• Magazines Diffusion
• Magazines Subscriptions
• Reading Density
+64,7% over the last 20 years
+73,4% over the last 20 years
Magazines are read by everyone in France with audience rates exceeding 96%
8,2 titles / household
Weight of advertising incomes in the global turnover : 30% (70% from diffusion only)
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technical profile Distribution Network
Paid Circulation Through Non-Paid Circulation
• Sold to readers for a price, either on a per-issue basis or by subscription, where an annual fee or monthly price is paid and issues are sent by post to readers
• Sales per copy (in France, it’s a network of more than 28000 points of sale)
• Subscriptions
Mail, newstands, bookstores or other vendors; or free distribution at selected pick-up locations
No cover price and issues are given away.
Controlled Circulation
"Insider magazines" or industry-based publications distributed only to qualifying readers, often for free and determined by some form of survey
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technical profile
3 different forms
• Paid advertising (media buying) allowing all forms of message
• The editorial The company has no control over these articles
• The advertorial is an intermediate form of communication that combines the artistic freedom of an advertisement and the credibility of an editorial article.
Sampling Neutrogena Sample
Full pages Double page on Parma Specialties 10
technical profile
Full pages Double page Bref WC
Advertorial�OSIM uSoffa Family Set Advertorial in Her World magazine
Full pages Wonderbra
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technical profile
A consumer magazine is a magazine distributed periodically by a brand according to CRM politics
A consumer magazine generally promotes brand products but includes also editorial content
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technical profile
MK Bruce Lee�Magazine brand extension
for South-African music channel �
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advantages of magazine
• More detail and unlimited
creative
• More effective in visual
• High rates of trust and
persuasion of messages
• Word of mouth
• Long reading time and strong
relationship readers
• Durable
• Communicate with target
directly
• To sell special offer products
• Collect to data and transfer
to the reader
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disadvantages of magazine
• Price, flexibility and
limited in formats
• Takes a time to prepare
texts and images before
press
• Developing of technology
and social media
(e-magazine)
• Without audio and
moving items
• Periodical and follow the
journal according to the
periods
• No chance to change ads
when it publishe
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market positioning of the magazine
Perception: The customer acceptability about advertising:
Which Media influence the customer around the world?
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market positioning of the magazine
Magazine a way to increase the brand web site frequency:
Return on investment according to the announcers:
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A comparative global approach between countries
Femmes du Maroc • Colours blue and brown • News • Religion • Family • Tradition • Politics • Only main subjects on the
cover
Femme Actuelle • Colours black, white and red • Focus on individualism; �
Healthy life, diet, beauty • Fashion • Lot of content on covers to
attract readers
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SUMMARY A comparative global approach between countries
Morocco • A few detailed and complete articles • More news subjects • 50% news 50% fashion, beauty • Speech for married women or single women looking for a husband
Summary focused on basic requirement
France • A lot of categories, three pages summary, the consumer wants to see that there are a lot of articles Consumer society
• 25% news 75% fashion, beauty • Speech for single women looking for relationships or in a relationship Sell the magazine, seduce us
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A comparative global approach between countries
France
• Same colours • Love, romantism • How to seduce men(women’s point of view • Fashion • Soft titles
US
• Same colours • Sex • Know everything about men (men’s point of view • Style • Straight titles
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What do they think about us? A comparative global approach between countries
NHK, Japan
They only analyse and comment
facts. They give their opinion
about events, news or
declaration. It is not real news,
just comments. Daily Mirror, United Kingdom
Only "Le Canard enchaîné" does a
work of investigation. There is no
investigation in France. Lack of
competition between magazines.
They are not looking for added
value. The Times, United Kingdom
Only in France, journalists begin
their story with a citation. Maybe
litterary tradition. They prefer to
comment than to look for
information. Corriere della Serra, Italia
We never know what happens
in France. There are opinions
but no investigation.
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advertising strategy and the impact
5 Keys of Magazine Advertising Strategy
4 Types of Magazine Advertising
1. Select the right target 2. Use strong headlines 3. Choose the right size ad 4. Run the ad consistently 5. Increase the number of ads
1. Price advertising 2. Image advertising 3. Business-to-business advertising 4. Direct response advertising
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advertising strategy and the impact
Impact of Magazine Advertising on Readers
• Ad Impact Categories
• Impact by Location of Advertisement
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advertising strategy and the impact
• Impact by Space Occupied by Advertisement
• Nature of Ad Impact
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advertising strategy and the impact
Impact of Magazine Advertising Product Category
Cosm
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ds
Clot
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Ads
A
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Bev
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ds
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The future of magazines
Environmental issues
LE MAGAZINE Ceren Ocmen
Fleur Laurent
Rom
ain Gallice
Sole
no L
epol
les
Jean
-Lou
p G
allo
is
Célin
e M
osès
Thank you!