cosmo revision booklet

8/19/2019 Cosmo Revision Booklet

1/17

AUDIENCES &

INSTITUTIONS

REVISIONBOOKLET

Use this booklet to help you study ad !e"ise #o! the se$od

pa!t o# the %aua!y ea'

I# you ha"e ay (uestios) do*t hesitate to e'ail us


2/17

[email protected] +A,A-INE INDUSTR.In the UK, the magazine industry operates as an OLIGOPOLY. An oligopoly is where

several ompanies have grown larger and larger whilst ompeting, to the point where they

all have e!ual power and they all dominate the mar"et. In the UK the ompanies that

dominate the magazine mar"et are#

• $%A&'( ) produe *++ worldwide magazines with their UK ompany $earst UKpulishing - magazines in /ritain inluding 0osmopolitan, 1en2s $ealth, %lle,

%s!uire, Good $ouse"eeping and 0ompany. (hey also run -- ma3or wesites

inluding GetLippy.om and 'ugarsape.o.u" (hey also pulish *+ international

newspapers, - radio stations, *+ international (4 0hannels, * international online

hannels 5eg 0osmopolitan (46 and several real estate ompanies. (hey also o)

own another magazine ompany with a U' ompany 5&odale6 alled 7atmag &odale

5health magazines6 and o)own a distriution ompany alled 0O1AG with 0onde7ast. $earst UK tried to uy another magazine ompany %1AP in -++8 to inrease

their power ut their id o9 :;++ million was turned down.

• IP0 1%+ magazines in /ritain inluding 71%, 7uts,?oman2s Own, 1arie 0laire, Loaded et. (heir magazines get ought y -> million

people a month, and their wesites get visited y nearly -+ million people a month.


3/17

• /AU%& 5inorporating %1AP6 = (hey produe over -@+ magazines worldwide with@+ o9 those in /ritain inluding /liss, %mpire, $1, $eat, Kerrang, (a"e a /rea" and

B. /auer ought %1AP 5a magazine ompany6 9or :C. illion in -++8 and have

arried on produing their magazines sine then.

• 0O7


4/17

/ROBLE+S 0ACIN, T1E +A,A-INE INDUSTR.

'ales o9 1O'( magazines have een in a steady deline over the last C+ years, and some

magazines have su99ered suh serious drops in readership that they have had to lose

down and ease pulishing all together.

$ere are some 9igures showing the average 1O7($LY irulation o9 the top -* men2s and

women2s magazines, as well as how muh in perent this is aove or elow their irulation

9rom this time last year.

C. Glamour E @8,>C monthly readers F C.;

-. Good $ouse"eeping E C,*H@ monthly readers F C.8

*. ?oman $ome E *H-,C8+ monthly readers F +.C

. 0osmopolitan E *-,;H* monthly readers ) *.8

H. $eat E *C-,+>* monthly readers ) -C.@

>. ?omanJs ?ee"ly E *+@,@;@ monthly readers F +.>

;. ?oman E -@-,*** monthly readers ) 8.8

@. /est E -;>,- monthly readers ) ;.+

8. Prima E -;H,8H monthly readers ) -.-

C+.?omanJs Own E -C,C++ monthly readers ) 8.8

CC. /ella E -*;,@+ monthly readers ) -.@

C-.1arie 0laire E -CH,+; monthly readers ) 8.+

C*.&ed E -C*,+;8 monthly readers ) +.8

C.Grazia E -+>,;> monthly readers ) *.8

CH.1enJs $ealth E C@-,HH; monthly readers ) 8.8

C>.0ompany E C;>,*H; monthly readers ) C>.@

C;.4ogue E C8,@@@ monthly readers ) -.*

C@.%lle 5U.K.6 E C;,;;+ monthly readers F +.-

C8.$1 E CC;,8+@ monthly readers ) -.C

-+.7uts E C+;,H*- monthly readers ) -*.8


5/17

-C.est E @*,8+ monthly readers ) CH.+

--.GB E ;>,+8 monthyl readers ) >.;

-*./liss E ;+,-C> monthly readers ) C*.>

As you an see, all the magazines highlighted in red have had their sales


6/17

have the same target audiene as 0osmo magazine. or eDample 1uller Light Yoghurts,

Gillete 4enus &azors, Impulse /ody 'pray et

Adverts an 9all into a variety o9 ategories inluding 9ull page ads, doule page ads, M and

N page ads, ads that 9eature 9ree samples or tester strips, ads disguised to loo" li"e artiles

5advertorials6 loose insert ads and there is even the opportunity 9or ads to e di99erentiated

depending on the region o9 the ountry the magazine is going to e distriuted to.

0osts 9or advertisers to plae adverts vary immensely. (he osts 9or 9ull page ads vary 9rom

:C@,+++ to :-H,+++ depending on the part o9 the magazine the ad is plaed in. As there are

o9ten up to H+ 9ull page ads in an issue, $earst an earn over :C,+++,+++ a month 9rom 9ull

page ads in 0osmo alone

Aording to the Guardian wesite, magazine advertising has 9allen y -- in the last -

years alone and so magazine pulishers li"e $earst are desperate to "eep advertisers

plaing ads with them.


7/17

71. AUDIENCES AND ADVERTISERS

ARE ,OIN, ELSE71ERE

SOCIAL NET7ORKIN,) /ARTICULARL. T7ITTER ) Audienes eDpetations havehanged so that we now eDpet to reeive our in9ormation and entertainment instantlyrather than waiting a whole month 9or another issue. 1agazines used to thrive y providingaudienes with elerity gossip suh as ele relationships, weddings, rea" ups and rea"downs. $O?%4% ?ith the advent o9 (witter, we no longer have to wait a whole monthetween a ele event happening, 9or the magazine to e written and printed, so we an9ind out aout it.. 7ot only an we hear aout it instantly online, ut we an hear aout itdiretly 9rom the ele themselves.

?hy read a magazine to try and wor" out whether ?IL@!U!E7e

Co"e!3e$e 5sta!t it 'i i6 http


8/17

7EB 9: ?e -.+ is a phrase that re9ers to internet ased tehnologies that allow

audienes to interat and ontriute. or eDample 0hat 9orums, /logs, You (ue, 0omment

on artiles et. Audienes now %P%0( a ertain level o9 interativity that printed

magazines 3ust don2t o99er.

,ee!al Video Clips to 2at$h about the i'pa$t o# te$holo3y o so$iety

http


9/17

T1IN,S +A,A-INE /UBLIS1ERS DO TO TR.

AND ATTRACT READERS AND ADVERTISERS AND STA.

SUCCESS0UL

They $hoose the desi3 ad $otet o# thei! 'a3a4ies "e!y $a!e#ully

• Attrative, old 9ront overs

• ree gi9ts suh as hoolate, ags et

• 'peial o99ers suh as money o99 vouhers, or ompetitions

• amous stars on the 9ront over and in the artiles

• amiliar and onsistent style to ma"e the reader reognise them

• O99ers reader the solution to their prolems 5Utopian 'olutions6

• Grati9ies their audiene2s needs eg identi9iation 5Uses Grati9iations6 or eDample

as many o9 their readers seem to e su99ering during the reession they reate

artiles suh as SAngry GenerationT enouraging readers to 9eel li"e they are not

alone.

1a"es the reader 9eel involved y using diret address, invites the reader to write in,

email them, sign a petition. 1a"es them 9eel important9

• (hey regularly drop their prie 9or one month only, espeially at times o9 the year

when their readers are li"ely to have less money 5eg in anuary 3ust a9ter 0hristmas6

• (hey wor" with other ompanies to o99er interesting online advertising opportunities

5Institutional 0onvergene6. or eDample, 1uller Light sponsor a whole setion o9

the 0osmo wesite whih $earst UK earns money 9rom.

They use sye!3y 5othe! #o!'s o# 'edia6 to att!a$t attetio to thei! 'a3a4ie

• Interesting, interative wesite to omplement the magazine along with online

advertising opportunities 9or advertisers who are no longer wanting to plae ads in

printed magazines. http#VVwww.youtue.omVwathvEvLhesws7


10/17

9ront over using a photo o9 themselves on the 9ront over et..

http#VVapps.9aeoo".omVovermeasosmopolitV

newliE+re9EtssE+newsWidE+pagenewW!uestionhistoryKeypreviousAppr

andKey

• (witter = (he 0osmo UK (witter Page has nearly H-,+++ 9ollowers. (hey StweetT

roughly -+ times eah day with short snippets o9 artiles, or !uestions they want their

9ollowers to answer, and AL?AY' inlude a lin" whih when li"ed on, ta"es the

user diretly to the 0osmo wesite http#VVtwitter.omVXV0osmopolitanUK

• (eDt 1essages = ?hen users sign up to the 0osmo wesite they sumit their moile

phone numer. %very month when the magazine is released, users reeive a

reminder via teDt. (hey also used this when the magazine 'ugar was still eing

pulished. 'ugar2s readers were more SteensT o9 a shool age and so the teDts were

sent at lunhtime to ensure their readers were on their lunhrea"s at shool and

ould go and uy it

• %mails ) ?hen users sign up to the 0osmo wesite they sumit their email

addresses. %very day V wee" V month users reeive a 0osmo newsletter via email

with lin"s to their wesite and when the magazine is released, users reeive a

reminder to uy it via email as well.

1oile Phone Apps = $earst has, in the past tried out several di99erent moile phone

apps 9or the I)Phone 9or 0osmo, none have whih have een very suess9ul and

have een systematially losed down. (hese inluded a S'eD Position o9 the

1onthT app, a S0osmo'hopT app 9or uying 0osmo merhandise and a S'tyle

/eautyT app with 0osmo related material. (here is now only O7% 0osmo UK app

availale whih is a 0elerity Loo")A)Li"e app where users an searh 9or elerityloo")ali"es and upload their own photos o9 loo"ali"es. (hese an then e viewed

either on the app, or on the wesite http#VVwww.osmopolitan.o.u"Vloo"ali"es

• I Pad Apps = 0osmo 0hina and 0osmo &ussia have suess9ul I Pad Apps whih

are essentially a downloadale digital version o9 the magazine that readers pay 9or

rather than purhasing the printed opy. Perhaps these are suess9ul as people o9

that age in &ussia and 0hina are more li"ely to own an I)pad. One o9 $earst UK2s

suess9ul men2s magazines %s!uire has a suess9ul I Pad version as well, perhaps

eause men are more li"ely to have gadgets li"e I Pads. 1arie 0laire 5pulished y

IP06 also has a suess9ul I Pad App, perhaps eause their readers have slightly

more disposale inome than readers o9 0osmo and are maye more li"ely to own

an I Pad. 0osmo UK is yet to release an I Pad app or downloadale version o9 the

magazine

• 0hat orums = 0osmo 0hat is the hat 9orum on the 0osmo wesite. It has over

-C+,+++ users and nearly - million individual posts have een made. (he hat 9orum

enourages readers to 9eel li"e part o9 a ommunity

• 0ross Promotion using Other 1agazines V wesites = $earst regularly promotes

0osmo in its other magazines li"e 0ompany and 1en2s $ealth. (his is &%%

advertising 9or 0osmo. Li"ewise on the 0osmo wesite, they have a dating setion

allowing users to 9ind men. (hese men sign up via the 1en2s $ealth wesite and the1en2s $ealth logo is visile everywhere on this part o9 the 0osmo site o99ering 1$

9ree advertising. http#VVwww.osmopolitan.o.u"VdatingVmpidEdatingnav

http://apps.facebook.com/covermeascosmopolit/?newlib=0&ref=ts&sc=0&news_id=0&page&new_question&historyKey&previousApp&randKeyhttp://apps.facebook.com/covermeascosmopolit/?newlib=0&ref=ts&sc=0&news_id=0&page&new_question&historyKey&previousApp&randKeyhttp://apps.facebook.com/covermeascosmopolit/?newlib=0&ref=ts&sc=0&news_id=0&page&new_question&historyKey&previousApp&randKeyhttp://twitter.com/#!/CosmopolitanUKhttp://www.cosmopolitan.co.uk/lookalikeshttp://www.cosmopolitan.co.uk/dating/?cmpid=datingnavhttp://apps.facebook.com/covermeascosmopolit/?newlib=0&ref=ts&sc=0&news_id=0&page&new_question&historyKey&previousApp&randKeyhttp://apps.facebook.com/covermeascosmopolit/?newlib=0&ref=ts&sc=0&news_id=0&page&new_question&historyKey&previousApp&randKeyhttp://apps.facebook.com/covermeascosmopolit/?newlib=0&ref=ts&sc=0&news_id=0&page&new_question&historyKey&previousApp&randKeyhttp://twitter.com/#!/CosmopolitanUKhttp://www.cosmopolitan.co.uk/lookalikeshttp://www.cosmopolitan.co.uk/dating/?cmpid=datingnav


11/17

• $orizontal Integration ) &elease spin o99 magazines to attrat partiular readers and

enourage them to stay within the S$earstT umrella o9 magazines. or eDample

0osmo /ride and 0osmo Parenting aim to pi" up readers who 9eel they are too old

9or the traditional 0osmo magazine. 0osmo On 0ampus is a 9ree magazine whih is

distriuted on university ampuses and aimed spei9ially at students with artiles9ousing on student 9inane and udget 9riendly 9ashion.

• leDile 4ideo 'reens = %)In" V OL%< are tehnologies whih have een developed

to ma"e it possile 9or magazine pages to have video lips inorporated into printed

paper pages. In -++@ $earst International pulished a speial edition o9 %s!uire

magazine in the U' with an %)In" 9ront over 9eaturing a moving image to test the

mar"et. It was very popular ut too eDpensive to produe on a regular asis

http#VVwww.youtue.omVwathvE8%?Cz$ID*@

They de"elop ad sell b!aded 'e!$hadise

• 1a"e)Up = 0osmo have randed ma"e up on sale on their wesite and in hemists

suh as /oots

• 0osmeti (ools = 0osmo have randed tools suh as eyelash urlers, hairrushes on

sale in /oots and other hemists as well as on their wesite

• 0lothes = 0osmo have randed py3amas and dressing gowns

• %letrial Items = 0osmo have randed hairdryers and straighteners

• 'ports Goods = 0osmo have randed eDerise e!uipment

• /oo"s = 0osmo have randed oo"s, mostly relationship and seD guides• ewellery = 0osmo have a 3ewellery range

• All o9 these items an e purhased either in shops or on their dediated wesite

http#VVwww.osmoshop.o.u"VidEshopnav

They sposo! e"ets o! hold e"ets 5espe$ially #o! $ha!ities6 that 2ill 3ua!atee

publi$ity

• 0osmopolitan /log Awards

• 0osmopolitan ragrane Awards

•

0osmopolitan &ape Awareness 0ampaign• 0osmopolitan


12/17

'hut down 9ailing magazines to plough more money into their more suess9ul

rands. or eDample $earst UK shut down 0osmo Girl and 'ugar magazine as the

teenage mar"et was 3ust not uying printed magazines any more. Instead they

turned 'ugar into an online only magazine 5www.sugarsape.om6

1ar"et &esearh into their audiene helps them "now eDatly who they are and whatthey want. $earst UK o)own a ompany alled 0O1AG whih help them do this

5see 0O1AG page o9 this oo"let6

Keep an eye on ompetitors and sometimes opy their deisions. or eDample

$earst realised how suess9ul the travel sized magazine Glamour was 9or 0onde

7ast in -++C and opied it y releasing a travel sized issue o9 0osmo in -++

• %mploy mainly women to wor" on their women2s magazines as $earst elieve that it

ta"es a woman to "now what a woman wants.

• $earst International spei9ially set up $earst UK eause they "new i9 they wanted

to target a /ritish audiene they would need a /ritish ase, with /ritish 3ournalists,

writers, designers et.

• %)In" V OL%< = are tehnologies whih have een developed to ma"e it possile 9or

magazine pages to have video lips inorporated into printed paper pages. In -++@

$earst pulished a speial edition o9 %s!uire magazine with an %)In" 9ront over

9eaturing a moving image to test the mar"et. It was very popular ut too eDpensive to

produe on a regular asis http#VVwww.youtue.omVwathvE8%?Cz$ID*@

• Online 1agazine only = 'ome magazine pulishers are O7LY o99ering magazines

online and are not othering with a printed version


13/17

CO+A,

CO+A, is a 'a3a4ie 'a!keti3 ad dist!ibutio $o'pay) !esposible #o!

• 0arrying out mar"et researh into target mar"ets = inding out their interests,

a"ground, hoies, et Also responsile 9or monitoring their reation to speial

o99ers and ontent o9 the magazine

• 0arrying out mar"eting 9or various magazines inluding reating (4 adverts, we

adverts, promotions, running soial networ"ing 9an groups 9or the magazines in its

port9olio, ontating readers via email V teDt to enourage them to purhase the

magazine

•


14/17

KE. TER+INOLO,. TO USE IN ESSA.S

Audie$e Epe$tatio &e9ers to what the audiene eDpets or loo"s 9orward to. (hese

have hanged onsideraly over the years as audienes have eome more demanding.

B!ad A2a!eess (his re9ers to the "nowledge the audiene has o9 the produt and the

ompany that ma"es it. 0ompanies always want the audiene to have a large amount o9

rand awareness

Ci!$ulatio &e9ers to the numer o9 produts sold, normally per month

Cosu'ptio &e9ers to the audienes atually uying and using 5reading6 the produt

Co"e!3e$e (ehnologial 0onvergene is when tehnologies develop and ome

together 5eg# print and internet.6 %g you an view magazines online on your phone now,

you an reate your own video on your omputer, you an download apps 9or everything et

C!oss /!o'otio = Is the use o9 other magazines or sites to promote one magazine. or

eDample $earst plae adverts 9or 0osmopolitan 1agazine in 0ompany magazine whih

they also own.

De'o3!aphi$ = &e9ers to the type o9 person that onsumes a media produt. or

eDample, Sthe demographi 9or 0osmopolitan magazine is A/0C women aged C@)*HT.

Dist!ibutio &e9ers to anything a ompany does to get a produt 9rom the produers to

the audiene. (his o9ten inludes things li"e delivering the produt to shops, ut an also

inlude mar"eting and advertising the produt.

ED/ = %letroni


15/17

+a!keti3 &e9ers to anything a ompany does to promote or advertise their produts.

(his ould inlude posters, (4 ads, produt plaement, setting up aeoo" groups et..

Oli3opoly An Oligopoly is where several ompanies have grown larger and larger whilst

ompeting, to the point where they have relatively e!ual power and they dominate the

mar"et, ma"ing it virtually impossile 9or smaller ompanies to eDist.

Sye!3y Is the use o9 other tehnologial media plat9orms to promote a produt. or

eDample $earst use the internet, moile phones, soial networ"ing to promote

0osmopolitan magazine.

Use! ,ee!ated Cotet &e9ers to any material that was produed y the audiene, not

the pro9essionals. or eDample, videos on You (ue are made y real people, readers send

in their own photos to the magazine et

Uses & ,!ati#i$atios Theo!y = a theory whih tries to eDplain how audienes havedi99erent needs and i9 a ompany wants to e suess9ul, they should try and Sgrati9yT or 9ul9il

those needs. (he H main things this theory suggests audienes want are entertainment,

eduation, esape, soial interation and something to identi9y with

Utopia Solutios Theo!y = a theory whih suggests that audienes have lots o9 prolems

and that i9 a ompany wants to e suess9ul, they need to provide solutions to people2s

prolems. /oredom an e solved y entertainment, on9usion an e solved y larity,

isolation an e solved y o99ering people a ommunity and loneliness an e solved y

o99ering people soial interation.

Ve!ti$al Ite3!atio ?hen a ompany an 9ul9il more than one stage o9 the prodution proess

themselves. 'o S$earst UK doesn2t 3ust produe the magazine and employ others 9or researh V

distriution V mar"eting. (hey do researh themselves 5and using 0O1AG6 through aeoo" and

emails, 0omag 5part owned y $earst UK rememer6 do researh using %


16/17

@UESTIONS TO /RACTISE 7IT1

Using eDamples 9rom your ase study, disuss the idea that audienes are responsile 9or

the hange in prodution V distriution and mar"eting o9 a media produt


17/17

1INTS AND TI/S

Be#o!e the ea') you +UST be able to dis$uss the #ollo2i3 thi3s i detail 2ith

ea'ples<

• Ownership in the magazine industry and how this a99ets prodution, onsumption,

mar"eting and distriution et

• (he relationship etween magazine institutions, their readers and their advertisers

• (he importane o9 onvergene and synergy and how this a99ets prodution,

onsumption, mar"eting and distriution within the magazine industry

• 7ew tehnologies and how they have a99eted prodution, onsumption, mar"eting

and distriution within the magazine industry

• ?hy magazine ompanies struggle to retain readers, and everything they do to

target and attrat readers

Re'e'be! that the ea'ie! is 3oi3 to be 'a!ki3 you o the #ollo2i3 thi3s<

• Your "nowledge o9 magazine institutions and audienes

• $ow relevant your answer is to the !uestion

• $ow well strutured your argument V answer is

• $ow you relate your ase study o9 $earst V 0osmo to the !uestion

• (he numer, range and relevane o9 your real evidene V eDamples you use to a"

up your answer

• Your use o9 "ey terminology, orretly and appropriately

• Your use o9 grammar, puntuation, spelling et

cosmo revision booklet

Documents