LE MAGAZINE Co

mm

unic

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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

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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!