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 ian.leatt@pegasuspublications.net 204-940-2707 pegasuspublications.netAnna Mari Loewen mariloewen@annamagazine.ca 204-475-1006 everything-anna.comAyoko Yoko Chapman yokochapman@gmail.com 204-612-5944 www.ayokodesigninc.comBorder Crossings Meeka Walsh info@bordercrossingsmag.com 942-5778 bordercrossingsmag.comCanada's History & Kayak Mark Reid mreid@canadashistory.ca 988-9300x218 canadashistory.caCanadian Dimension James Patterson jpatterson@canadiandimension.com 204-957-1519 canadiandimension.comCanadian Dog Fancier Shawn Bennett shawn@sgbennett.com 204-895-2222 sgbennett.comCanadian Journal of Green Builders Trevor Shirtliff tshirtliff@marketzonepro.com 888-635-7776 marketzonepro.comCanadian School Counsellor Trevor Shirtliff tshirtliff@marketzonepro.com 888-635-7776 marketzonepro.comConvenience & Carwash Cda Brenda Jane Johnstone bjjohnstone@convenienceandcarwash.com 204-489-4215 convenienceandcarwash.comCovet Leigh McKenzie info@covetmagazine.ca covetmagazine.caCV2 Clarise Foster editor@contemporaryverse2.ca 949-1365 contemporaryverse2.caFirst Nations Voice Al Isfield rdeagle@mts.net 204-256-0645 firstnationsvoice.comGeez Aiden Enns aiden@geezmagazine.org 204-942-1058 geezmagazine.orgHerizons Penni Mitchell editor@herizons.ca 204-774-6225 herizons.caHorse Country Shawn Bennett shawn@sgbennett.com 204-895-2222 sgbennett.comMBiz Aaron Newnham Aaron.Newnham@winnipegfreepress.com mbchamber.mb.caMennonite Brethren Herald Laura Kalmar lkalmar@mbconf.ca 204-669-6575 mennonitebrethren.caNorthroots Frank Fieber info@northroots.ca 204-687-5411 northroots.caOutwords Inc. Rachel Morgan editor@outwords.ca 204-942-4599 outwords.caPrairie Fire Andris Taskans prfire@prairiefire.ca 204-943-9066 prairiefire.caRhubarb Magazine Garry Enns arminw@mts.net 204-324-6259 rhubarbmag.comSAY Magazine Leslie Lounsbury leslie@saymag.com 204-582-7722 saymag.comSmart Biz Ian Leatt ian.leatt@pegasuspublications.net 204-940-2707 pegasuspublications.netSmoke Signals Shawn Bennett shawn@sgbennett.com 204-895-2222 sgbennett.comStyle Manitoba Rita Van Leeuwen rita@stylemanitoba.com 982-4455 stylemanitoba.comThe Cellar Door Lisa Muirhead lisa@poisepublications.com 204-612-2015 www.poisepublications.caThe Conservator Leigh Patterson l_patterson@ducks.ca 204-467-3306 ducks.caThe Cottager Glenn Halgren office@thecottager.com 1-866-404-4844 thecottager.comThe Hub Ian Leatt ian.leatt@pegasuspublications.net 204-940-2707 pegasuspublications.net