Monday, 15 April 2013
news.. FOUR MEDIA
I found this article when I was doing my industry reasearch and i found it very interesting therefore i thought I will share it with my blog audiences.
Website called "FOUR MEDIA" (news website)
Sunday Times Style gets a make-over
Posted by Four Media on March 18, 2013
"10 March saw the re launch of Sunday Times Style Magazine, with the title being restored to its original roots; fashion and beauty. Non fashion and beauty editorial, including food, has now been moved to the Sunday Times Magazine, allowing Style to focus on its namesake. Strangely, Interiors has been retained.
Whilst the range of editorial content in the publication has decreased, the number of pages has increased, offering more beauty editorial and in turn advertising opportunities.
Style’s facelift will be supported by a year long brand campaign, designed to make this publication key within the fashion and beauty sector and set it aside from competitors.
Readers will have the opportunity to attend high profile branded events, such a Style Conversations, which has previously featured some of the world’s most famous and influential fashion designers including Valentino, Donatella Versace and John Galliano.
Repositioning this brand removes Style from the category in which it is currently bestowed, a Sunday Newspaper Supplement, in an attempt for it to be considered a prestigious and influential fashion and beauty publication. The publishers hope that this new focus will encourage advertisers to advertise in a relevant environment, whilst targeting the title’s high-end demographic. Hence Chanel taking the outside back cover in this weekend’s edition.
Head of Strategy, Times & Sunday Times at News International said: “This is one of the most important re launches for Style in its 10-year history as a standalone section. In recent years the magazine has become home to a range of content which, while much loved by readers, isn’t central to its mission. By refocusing the magazine on fashion and beauty we can ensure that we’re giving our core readers what they want whilst also offering advertisers a clearer opportunity.”
Source: Style
Whilst Style’s re launch will be music to many Sunday Times fashion lovers’ ears, the question on our mind is – where is this publication now going to sit within the fashion and beauty advertising market? With firmly established competitors, is an increased fashion and beauty focus going to be enough to draw in additional advertisers? We have our doubts as to the volume of additional advertising.
Mail On Sunday’s YOU, an established fashion and beauty magazine supplement, boasts a readership that is 48% higher than Style. Their readership profile is also broader and younger than Style – and unless a brand is truly ‘top end’ the’ norm’ demographic of ABC1 18-45 for fashion and beauty advertisers will apply.
Being weekly, Style’s readership longevity is reduced compared to the established high circulation monthlies such as Glamour and Cosmopolitan and therefore not a threat to them.
They will undoubtedly be keen to continue to take and maybe increase their share of the GWP (gift with purchase) promotional advertising enjoyed by the weekly supplements and the paid for titles such as Grazia and Hello.
With the plethora of quality paid for fashion and beauty titles a ‘free’ supplement is less likely to command the gravitas of Vogue or Marie Claire. But should the editorial team be able to deliver exceptional ‘exclusives’ they may gain a higher profile in this crowded and competitive marketplace. Perhaps taking over from where ES Magazine sat in the days of its premiership in this market and command some additional lucrative fashion advertising. The quality of advertisers in this weekend’s issue was quite high though 3 ‘House’ ads were evident.
With print advertising revenues so hard to attract we see their logic of being more focussed in their delivery but doubt that they will immediately draw in large amounts of ‘new’ advertising."
Industry
Facts and figures on UK consumer magazine market for 2008/2009
*The UK consumer magazine industry is worth £2.8bn
*More than 3,200 consumer magazine titles are currently published in the UK
*239 new consumer titles entered the UK market in 2008
*Nearly 1.4 billion copies of consumer magazines are distributed in the UK each year
*More than 1.1 billion consumer magazines were sold in the UK in 2008
*Consumers spent more than £2bn on consumer magazines in 2008
*Advertisers spent nearly £750m with consumer magazines in 2008
*Magazines (consumer and business) accounted for 9.6% of adspend across all media in 2007
*The consumer magazine digital advertising market was worth US$40m in 2007 (at average 2007 exchange rates) - that's almost one-fifth of the entire European market value
*The UK consumer magazine advertising market accounted for almost 11% of the entire European market in 2007
*On average, every person in the UK buys about 22 magazines a year spending £36 per year
*The British public is the third biggest spender (per head) on consumer magazines in Western Europe, following closely behind the Finnish and the French
*85% of UK adults read consumer magazines
*15-24 year olds are the age group most likely to be reached by magazines, with 4 out of 5 young adults part of the average issue readership for at least one magazine
(These information were taken from a webside called FIPP.
http://www.fipp.com/news/facts-and-figures-on-uk-consumer-magazine-market)
These facts and figures were taken to analyze in 2008/2009 there for i decided to find something more recent to have a little comparison.
Facts and statistics on UK magazine industry, 2012.
“PRINT is dead” was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers alive were migrating to the web, where they earned only pennies on the dollar. To publishers, it felt as if a hurricane was flattening their business.
But as the storm has cleared, a new publishing landscape has emerged. What was once a fairly uniform business—identify a group of people united by some shared identity or passion, write stories for them to read and sell advertising next to the stories—has split into several different kinds.
Hard news is perhaps the hardest to make profitable. It is increasingly instant, constant and commoditised (as with oil or rice, consumers do not care where it came from). With rare exceptions, making money in news means publishing either the cheap kind that attracts a very large audience, and making money from ads, or the expensive kind that is critical to a small audience, and making money from subscriptions. Both are cut-throat businesses; in rich countries, many papers are closing.
But among magazines there is a new sense of optimism. In North America, where the recession bit deepest (see chart), more new magazines were launched than closed in 2011 for the second year in a row. The Association of Magazine Media (MPA) reports that magazine audiences are growing faster than those for TV or newspapers, especially among the young.
Unlike newspapers, most magazines didn't have large classified-ad sections to lose to the internet, and their material has a longer shelf-life. Above all, says David Carey, the boss of Hearst Magazines, a big American publisher, they represent aspirations: “they do a very good job of inspiring your dreams.” People identify closely with the magazines they read, and advertisers therefore love them: magazines, says Paul-Bernhard Kallen, the chairman of Hubert Burda Media, a large German publisher, remain essential for brand-building.
Which is why luxury magazines are doing particularly well, as are those in emerging markets, where a fast-growing middle class is coming into those advertisers' sights. In Brazil, for example, the Abril Group has made Minha Casa, a home-improvement magazine, the leader of its kind in two years thanks to a careful focus on new homeowners.
Back in the United States, the number of ad pages in magazines has dropped for three quarters in a row, according to the Publishers' Information Bureau. But that is partly cyclical, says Nina Link, the MPA's head, and it doesn't account for the growing number of ads in digital form.
Once, digital ads would have been scant comfort. On the web they are typically worth a small fraction of what they were in print. But tablets, such as Apple's iPad, could change this.
They have been around for only two years and most magazine subscriptions on them for less than a year; the MPA suggested measurement standards for advertising on tablets only in April. Yet already there are signs that advertisers are accepting higher rates on tablets than on the web, because magazines on tablets are more like magazines in print: engrossing, well-designed experiences instead of forests of text and links.
Publishers are still experimenting with formats: some are little different from their print versions, while others are more interactive, perhaps too much so. Hearst's Cosmopolitan launched the digital-only Cosmo for Guys, which purports to shed light on feminine psychology for baffled males; an early issue included 3-D models of sexual positions that you could rotate to view from every possible angle. Who says glossy mags aren't educational?
But the wiser publishers are finding ways to rely less on advertising. They are looking to make more not only from subscriptions but also from other sources. Today, “you need five or six revenue streams to make the business really successful,” says Mr Carey. Spurred by necessity and enabled by technology, magazines “innovate in ways they never dreamed of a few years ago,” says Ms Link.
What else a magazine can do besides sell copies depends on its audience and subject matter. Many are turning themselves from mere carriers of ads into marketing-services companies, giving their advertisers a range of new ways to reach readers. Travel magazines' websites can track if their readers end up buying the holiday packages they write about, and take a cut. “I count that as advertising,” says Mr Kallen. “What many people call advertising…is definitely declining, but advertising in the broader sense isn't.”
Other commercial branchings-out include a growing range of conferences or celebrity events, the licensing of magazines' names to products such as cosmetics, and tie-ups with deal and coupon websites such as Groupon. Successful new magazines have been launched on the back of TV programmes, such as Hearst's “Food Network” and “HGTV” (a home-improvement show) and the BBC's “Top Gear” (a show about macho cars). With so many countries now boasting a big middle class, international franchises often work well; Hearst's Cosmopolitan now has 66 different country editions.
There are also more esoteric business models. Monocle, a global magazine for the insufferably stylish, claims that the online radio channel it launched last autumn has been profitable from the start, since normal commercial radio stations never deliver the kinds of listeners its high-end advertisers want. The Atavist, an American iPad magazine that publishes one long piece of narrative journalism each month, says it makes money largely because it licenses its iPad publishing software to other people.
Loyalty is lucrative
The ability of magazines to inspire fierce loyalty among readers means there are also lots of small-time, quirky successes. XXI, a French quarterly of long-form reportage, is profitable despite carrying no ads, not putting its text online and being sold only in bookshops; it seems to capitalise on French intellectual traditions and the concentration in Paris of voracious readers. Germany's Landlust, which extols the virtues of living at a relaxed pace and in close contact with nature, is another print-only holdout, with a circulation of 1m after seven years. As long as there are coffee tables, people will want things to put on them.
I thought I'll include this information about industry of magazine because i found it really interesting, how through few years time the industry on print media has changed. and how it is trying to get back with a more power and more ideas. ( I took this information form a website called: The economist,
http://www.economist.com/node/21556635)
*The UK consumer magazine industry is worth £2.8bn
*More than 3,200 consumer magazine titles are currently published in the UK
*239 new consumer titles entered the UK market in 2008
*Nearly 1.4 billion copies of consumer magazines are distributed in the UK each year
*More than 1.1 billion consumer magazines were sold in the UK in 2008
*Consumers spent more than £2bn on consumer magazines in 2008
*Advertisers spent nearly £750m with consumer magazines in 2008
*Magazines (consumer and business) accounted for 9.6% of adspend across all media in 2007
*The consumer magazine digital advertising market was worth US$40m in 2007 (at average 2007 exchange rates) - that's almost one-fifth of the entire European market value
*The UK consumer magazine advertising market accounted for almost 11% of the entire European market in 2007
*On average, every person in the UK buys about 22 magazines a year spending £36 per year
*The British public is the third biggest spender (per head) on consumer magazines in Western Europe, following closely behind the Finnish and the French
*85% of UK adults read consumer magazines
*15-24 year olds are the age group most likely to be reached by magazines, with 4 out of 5 young adults part of the average issue readership for at least one magazine
(These information were taken from a webside called FIPP.
http://www.fipp.com/news/facts-and-figures-on-uk-consumer-magazine-market)
These facts and figures were taken to analyze in 2008/2009 there for i decided to find something more recent to have a little comparison.
Facts and statistics on UK magazine industry, 2012.
“PRINT is dead” was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers alive were migrating to the web, where they earned only pennies on the dollar. To publishers, it felt as if a hurricane was flattening their business.
But as the storm has cleared, a new publishing landscape has emerged. What was once a fairly uniform business—identify a group of people united by some shared identity or passion, write stories for them to read and sell advertising next to the stories—has split into several different kinds.
Hard news is perhaps the hardest to make profitable. It is increasingly instant, constant and commoditised (as with oil or rice, consumers do not care where it came from). With rare exceptions, making money in news means publishing either the cheap kind that attracts a very large audience, and making money from ads, or the expensive kind that is critical to a small audience, and making money from subscriptions. Both are cut-throat businesses; in rich countries, many papers are closing.
But among magazines there is a new sense of optimism. In North America, where the recession bit deepest (see chart), more new magazines were launched than closed in 2011 for the second year in a row. The Association of Magazine Media (MPA) reports that magazine audiences are growing faster than those for TV or newspapers, especially among the young.
Unlike newspapers, most magazines didn't have large classified-ad sections to lose to the internet, and their material has a longer shelf-life. Above all, says David Carey, the boss of Hearst Magazines, a big American publisher, they represent aspirations: “they do a very good job of inspiring your dreams.” People identify closely with the magazines they read, and advertisers therefore love them: magazines, says Paul-Bernhard Kallen, the chairman of Hubert Burda Media, a large German publisher, remain essential for brand-building.
Which is why luxury magazines are doing particularly well, as are those in emerging markets, where a fast-growing middle class is coming into those advertisers' sights. In Brazil, for example, the Abril Group has made Minha Casa, a home-improvement magazine, the leader of its kind in two years thanks to a careful focus on new homeowners.
Back in the United States, the number of ad pages in magazines has dropped for three quarters in a row, according to the Publishers' Information Bureau. But that is partly cyclical, says Nina Link, the MPA's head, and it doesn't account for the growing number of ads in digital form.
Once, digital ads would have been scant comfort. On the web they are typically worth a small fraction of what they were in print. But tablets, such as Apple's iPad, could change this.
They have been around for only two years and most magazine subscriptions on them for less than a year; the MPA suggested measurement standards for advertising on tablets only in April. Yet already there are signs that advertisers are accepting higher rates on tablets than on the web, because magazines on tablets are more like magazines in print: engrossing, well-designed experiences instead of forests of text and links.
Publishers are still experimenting with formats: some are little different from their print versions, while others are more interactive, perhaps too much so. Hearst's Cosmopolitan launched the digital-only Cosmo for Guys, which purports to shed light on feminine psychology for baffled males; an early issue included 3-D models of sexual positions that you could rotate to view from every possible angle. Who says glossy mags aren't educational?
But the wiser publishers are finding ways to rely less on advertising. They are looking to make more not only from subscriptions but also from other sources. Today, “you need five or six revenue streams to make the business really successful,” says Mr Carey. Spurred by necessity and enabled by technology, magazines “innovate in ways they never dreamed of a few years ago,” says Ms Link.
What else a magazine can do besides sell copies depends on its audience and subject matter. Many are turning themselves from mere carriers of ads into marketing-services companies, giving their advertisers a range of new ways to reach readers. Travel magazines' websites can track if their readers end up buying the holiday packages they write about, and take a cut. “I count that as advertising,” says Mr Kallen. “What many people call advertising…is definitely declining, but advertising in the broader sense isn't.”
Other commercial branchings-out include a growing range of conferences or celebrity events, the licensing of magazines' names to products such as cosmetics, and tie-ups with deal and coupon websites such as Groupon. Successful new magazines have been launched on the back of TV programmes, such as Hearst's “Food Network” and “HGTV” (a home-improvement show) and the BBC's “Top Gear” (a show about macho cars). With so many countries now boasting a big middle class, international franchises often work well; Hearst's Cosmopolitan now has 66 different country editions.
There are also more esoteric business models. Monocle, a global magazine for the insufferably stylish, claims that the online radio channel it launched last autumn has been profitable from the start, since normal commercial radio stations never deliver the kinds of listeners its high-end advertisers want. The Atavist, an American iPad magazine that publishes one long piece of narrative journalism each month, says it makes money largely because it licenses its iPad publishing software to other people.
Loyalty is lucrative
The ability of magazines to inspire fierce loyalty among readers means there are also lots of small-time, quirky successes. XXI, a French quarterly of long-form reportage, is profitable despite carrying no ads, not putting its text online and being sold only in bookshops; it seems to capitalise on French intellectual traditions and the concentration in Paris of voracious readers. Germany's Landlust, which extols the virtues of living at a relaxed pace and in close contact with nature, is another print-only holdout, with a circulation of 1m after seven years. As long as there are coffee tables, people will want things to put on them.
I thought I'll include this information about industry of magazine because i found it really interesting, how through few years time the industry on print media has changed. and how it is trying to get back with a more power and more ideas. ( I took this information form a website called: The economist,
http://www.economist.com/node/21556635)
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