Magazine and Newspaper Magazine Analyzation

8/13/2019 Magazine and Newspaper Magazine Analyzation

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Kelsey SchriverPrinciples of Print AdvertisingMagazine & Newspaper Profile Assignment

Title: Cooking Light

Cooking Light Description

Cooking Light is a monthly magazine that focuses on providing its audience

with various recipes, beauty tips and home décor ideas. The various sections of the

magazine include Food, Nutrition & News, Healthy Living and Beauty. The Cooking

Light mission statement reads: “With Cooking Light , good food does much more than

fill the plate; it fills a good life with limitless possibilities. We give you the know-how

to prepare and share what you love with who you love, so you can nourish everyone,

inside and out. With fresh ideas and a flavor all our own, Cooking Light makes life

healthy, joyful and delicious.”

The editorial calendar is broken up into two categories; general and beauty.

The media kit also breaks each calendar into print features and themes. The print

feature for January and February is “Start Your Year Off Light.” March features “The

Perfect Chicken” and “Fix and Freeze Meals.” April features “Spring” and “Cooking

Light Garden.” May features “25-Minute Mains.” June is all about the “Summer

Cookbook.” July has features about “Summer Fun” and the “Great Sandwiches of

America.” August features the “Easy, 5 Ingredient.” September features “Food on the

Move” and “Taste Test Awards.” October features the “New American Family” and

the “Comforts of Fall.” November is all about “Easy Holiday Entertaining” and

“Trailblazing Chef Awards.” Lastly, December features “Ultimate Chocolate

Desserts,” “Slow Cooking” and “Bake a 2nd Batch.”



The Beauty editorial calendar is broken into two separate categories; Fresh

Inspiration and Drugstore Cowgirl. The note at the top states that the Fresh

Inspiration category is “collections of beauty products themed around tantalizing

flavors and ingredients.” The Drugstore Cowgirl is “the latest and greatest in

affordable, fun beauty products focused on a different category each month. The

beauty editorial calendar is as follows. January/February is about grapefruit and eye

creams. March is about yogurt and blush. April is about mint and day moisturizer.

May features carrots and mascara. June is about mango and body wash. July features

berries and facial scrubs. August features apricots and shampoos. September is

about plums and toothpaste. October features apples and deodorants. November is

about coconut and concealer. Lastly, December is about honey and stocking stuffers.

Audience Profile

Cooking Light ’s audience profile is mostly women. They divide their audience

category into three categories: women, married and moms. Women make up 9,709,

married 6,041 and moms 3,909. 62% of their total audience is married and 40% are

mothers. These numbers are significant but not as much as the 86% of their

audience being women. This can be expected because their content. Beauty and

cooking sections/themes are usually angled toward women. (All numbers are given

are in millions unless otherwise noted.)

The age category is broken up into two segments 25-49 and 25-54. This

seemed like an unusual arrangement of categories and the number of readers varies

slightly between the two categories. 25-49 has 4,843 and 25-54 has 6,307. These



numbers were a little surprising, with there only being a 5 year age difference, there

is a 1.3 million person difference between the two categories.

The tagline “affluent, educated and in her prime” can be found across the top

of many of the pages of the media kit for Cooking Light. When it comes to their

readers being educated, 7,874 readers attended college and 4,890 graduated

college. Over 80% of their audience has some college experience.

Cooking Light ’s average household income is $78,302. The household income

numbers were separated into three different categories. The majority of the readers

fall in the $50,000+ range with 7,885 readers. The category with $75,000+ has 5,850

and $100,000+ has 4,211. The average household income in 2013 in the United

States was $51,017, according to CNN. The typical Cooking Light consumer makes

considerably more than the national average.

The report created by the Alliance for Audited Media states that Cooking Light

has 1,602 print subscriptions. When taking that number and adding it to the total

number of verified subscriptions, Cooking Light has 1,660 subscriptions. Verified

circulation is defined as any copies that are not paid for by the final consumer,

according to the Newspaper Association of America.

Circulation Details

According to the report from the Alliance for Audited Media, Cooking Light has

1,602,865 paid print subscriptions. When taking that number and adding it to the

total number of verified subscriptions, Cooking Light has 1,660 subscriptions.

Verified circulation is defined as any copies that are not paid for by the final

consumer, according to the Newspaper Association of America.



The number of single copy sales seemed rather low compared to the number of

subscriptions, 132,584.

The overall number of paid and verified circulation number for cooking light is

1,796,440. They have a rate base of 1,775,000.

The months of January and February have the lowest numbers of paid

subscriptions and the second highest number of single copy sales. March has the

highest number of paid subscriptions and the highest number of single copy sales.

The number of paid and total subscriptions has gone from 1,627,335 in 2008 to

1,669,240 in 2012. There has been a significant increase in the number of

subscriptions from 2008-2012, almost 42,000. When looking at the magazine

archive on the website, it seems that Cooking Light has significantly increased their

variety of content. Adding a beauty section and diversifying their content could be

the reasoning for this increase. The magazine archive on the Cooking Light was

substantial and provided articles featured in previous magazines.

The report made by the Alliance for Audited Media also reported that the

subscription price in 2008 was $15.70 and in 2012 it was $15.72.

Rates

Cooking Light offers it’s advertisers a variety of sizes of advertisements. Ad

spaces available are full spread, full page, 2/3 (vertical or horizontal), ½ page

(vertical or horizontal), 1/3 square, 1/3 vertical, digest and covers. The prices and

sizes have been broken down by number of colors and the covers in their media kit.

A very small note at the bottom of the page with the rates in the media kit states

“circulation includes the print and digital editions of Cooking Light. Qualified full-run



advertisements will run in both editions. See terms and conditions for additional

information.” After reading the (very) tiny print that they call their terms and

conditions, advertisers can opt out of running in the digital editions. When they opt

out of the digital editions, their ads will no longer be considered full-run.

The most expensive ad is the fourth cover and it runs $182,400. The second

cover is $175,100 and the third cover is $153,200. The full-page ad in four-color is

$145,900, two-color is $103,700 and black and white is $116,600. The 2/3 page ad

size in four-color is $117,700, $103,700 for two-color and $93,300 for black and

white. Their ½ page or Digest size ad is $91,200 for four-color, $81,000 for two-

color and $72,900. The 1/3 ad space in four-color is $63,700 and two-color is

$56,300.The cheapest ad space in Cooking Light is the 1/3 page, black and white. It

runs for $50,600. The difference between the most expensive ad and the cheapest

ad is $124,500. All of these prices are for only one ad. There was not any indication

on discounts for running more than one ad.

Title: Boston Globe

Boston Globe Description

The editorial calendar for the Boston Globe provides its readers with a variety

of topics that appear in a variety of sections through the paper. Each section is

broken down with further description and also provides readership numbers for

their advertisers. Some examples of the editorial calendar include Boston

Staycations, Sports previews, Summer Arts Preview, Martha’s Vineyard, Family

Travel and Museum Profiles.



The Boston Globe has a variety of daily sections and features. Main News,

Metro, g, Sports, Opinion & Editorial, Business & Money, Money & Markets,

Thursday Regional Editions and inserts.

The Sunday Sections of the Boston Globe are somewhat similar to the daily

sections, but there are a few more choices. Main News, Metro, Arts & Entertainment,

Movies Sunday, Books & Ideas, Money & Careers, Comics Sunday, Inserts, Regional

editions, Sports, Travel, Real Estate and Automotive.

The Boston Globe also prints two monthly magazine publications, Design New

England and The Boston Globe Magazine.

Audience Profile

The Boston Globe 1,294,200 readers and reach 26% of the Boston Designated

Market Area (DMA). 634,500 of those readers are men and make up 49% of the

readership. The other 659,700 readers are women and equal 51%.

The age of the average Boston Globe reader is 51. When compared to the

Boston DMA average age of 47, the Boston Globe’s readers are just a little older. Of

their readers, 19% of them are between the ages of 18-29, 21% are 30-44, 29% are

45-59 and 32% are 60 and older.

The Boston Globe has a very large percentage of their readers that have

graduated college or have gotten a postgraduate degree. Of their readers, 608,300

(47%) of them are college graduates and 250,800 (19%) have received

postgraduate degrees. Both of these numbers are significantly higher than the

numbers for Boston DMA. The number of college grads in the Boston designated



market area is 1,810,100 (36%) and the number of individuals with postgraduate

degrees is 687,800 (14%).

The average household income of Boston Globe readers is $51,498. This

number is significantly lower than the average income of the Boston DMA, which is

$70,786. There are 906,800 homeowners that read the Boston Globe of the

1,810,100 homeowners in the Boston DMA. Basically, half of the homeowners read

the Boston Globe. The number of readers with household incomes of $100K+ is

540,900 and the number of readers with household incomes of $75K is 731,500.

The number of Boston Globe readers who are married is 711,300 and 387,100

are single or have never been married.

Circulation Details

Boston Globe breaks down their circulation into two numbers; daily circulation

and Sunday circulation. Daily circulation of the Boston Globe is 215,712 and the

Sunday circulation is 362,849. Their media kit also divides the area into three

sections; Globe North, Globe West and Globe South.

The north area has 775,205 households and the Boston Globe’s Daily

circulation is 53,003 with a 7% household penetration. The Sunday Circulation in

this area is 105,343 and has a 14% household penetration.

The west area has 388,214 households and 54,759 daily circulations. This is

14% penetration. The Sunday edition of the Boston Globe has 84,608 circulations

and has a 22% penetration rate.



The South area has 381,214 households and 32,538 households in the daily

circulation. This is the lowest percentage rate in the Boston DMA with 9%. The

Boston Globe’s Sunday Circulation is 64,425 and has a 17% penetration rate.

Rates

The Boston Globe breaks down the rates for their ads in the “Full Run”

category by how much money you spend with them annually. The label at the top of

the chart reads “Dollar Volume Umbrella Contract Levels.” For example, when you

spend $50,000 in net annual spending you pay $577 for Sunday, $479 for daily and

$390 for daily repeat. There is an extended value for Sunday Magazine to 12 times

and the comics section to 18 times. The Sunday Magazine is a special publication

that comes out every other Sunday. Writers are allowed to submit stories to the

editorial board and a special editorial calendar is given for the Sunday Magazine.

Because of restricted access on their website, the Editorial Calendar is unavailable

to any user who is not currently subscribed to their webpage. The Boston Globe

gives their advertisers space in the Sunday Magazine with each contract level. When

advertisers reach $100,000 in net annual spending means you would spend $491

for Sunday, $408 for daily and $333 for daily repeat advertisements. Advertisers

will receive 24 Sunday Magazine spots and 25 Comic spots. The number of extended

value ads for the Sunday Mag never goes above 24 time, each level receives 24

Sunday Mag spaces except the $50,000 level. When you reach $150,000 in net

annual spending, Sunday rates are $481, daily are $399 and daily repeat ads are

$326. $200,000 in net annual spending means Sunday ads are $470, daily are $391

and daily repeat are 319. The extended value for comics goes up to 36 times. After



$300,000 in net annual spending, Sunday ad space is $454, daily ads are $377 and

daily repeats are $308. The extended value of comics increases to 48 times. When

you reach $400,000 in net annual spending Sunday ads are $454, daily ads are $377

and daily repeat ads are $308. $500,000 in net annual spending means Sunday ads

are $447, daily ads are $373 and daily repeat ads are $305. $750,000 in net annual

spending means Sunday ads are $444, daily ads are $370 and daily repeat ads are

$302. When you reach the highest contract level of $1,000,000 in net annual

spending Sunday ads are $440, daily ads are $64 and daily repeat ads are $297. The

number of extended value comics extends to 96 times and the number of Sunday

Mag spots remains at 24.

A little note at the bottom of the rates page indicates that the net annual

spending number is calculated net of any discounts, agency commissions and

adjustments. It also states that double truck (full 2-page spread) ads will be charged

the appropriate color premiums for each page. There is also a premium placement

fee for page 2 or 3 of the Main News section of 25%. Any other guaranteed

placement of an ad is subject to a 20% increase. There will also be a 10% charge on

all advertisements run on Thanksgiving Day and Christmas day to due to increased

home delivery circulation.

There are different prices for color premiums based on the size of the

advertisement and where it is placed. 90.25 column inches (1 full-page) is $9,801 on

Sundays and $8,360 daily. 90 column inches is $8,360 on Sunday and $6,930 daily.

63 column inches runs $6,534 and $5,489 daily. Advertisements up to 31.5 column

inches are $2,970 on Sunday and $2,495 daily.

Documents

Magazine and Newspaper Magazine Analyzation