phases in the life of a magazine
DESCRIPTION
The magazine\'s lifeline and relaunch tips and tricksTRANSCRIPT
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases Phases In The Life Of In The Life Of
A MagazineA Magazine
Advanced Magazine Publishing Institute | India 2012
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A Magazine
• Concept Phase (six months to three years): Develop the magazine concept from reader research and analysis of the competition.
• Test Phase (six months to one year): Test the concept with the target audience.
• Funding Phase (one year to two years): Raise money for the launch.
• Launch Phase (one year)
• Growth Phase (one year to 10 years): Magazine circulation gradually increases each year.
• Optimum Phase: Magazine operates at optimum circulation and is stable.
• Decline Phase: Magazine circulation is decreasing.
The Seven PhasesThe Seven Phases
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A Magazine
• Write preliminary concept description.
• Research target readers.
• Types of research• survey • focus group
• Research reader needs, demographics, topics of interest, preferences in a magazine, etc.
• Analyze competitive magazines.
• Prepare simple budget (income & expenses for one-to-three years).
?? Other suggestions on creating the concept for a magazine?
Concept PhaseConcept Phase
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A MagazineTest PhaseTest Phase
• Raise funds to conduct marketing test.
• Produce editorial samples.
• Two or more sample “Table of Contents”
• Sample articles and department layouts
• Conduct marketing test—“dry market test.”
• Write a detailed business plan.
?? Other ways to test a new magazine idea?
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A Magazine
• Raise start-up funding (for one-to-three years of operation).
• Assemble key magazine staff (volunteers and paid staff).
?? Various ways magazines have been funded?
Funding PhaseFunding Phase
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A Magazine
• Produce the first issue.
• Roll out marketing campaign.
• Create go/no-go milestones.
• Develop other income sources.
?? Effective ways magazines have been launched?
Launch PhaseLaunch Phase
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A Magazine
Growth Phase•Circulation is growing each year.
•Goal is for magazine finances to gradually approach break-even or profit.
•Large investment needed in marketing expenses and testing new marketing methods.
Optimum Phase•Circulation is stable.
•Magazine has reached its optimum circulation for the target audience.
•Subscription and other sources of income must increase each year at least equal to inflation.
Growth And Optimum PhasesGrowth And Optimum Phases
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A Magazine
• Every magazine has a life cycle and will eventually decline in interest.
• Circulation is decreasing as interest in the magazine declines.
• Major changes in the magazine’s content may or may not improve circulation (changes generally are not successful).
• Go/no-go milestones are important in order to know when to make the hard decision to stop publishing.
Decline PhaseDecline Phase
Moody magazine In August 2003, after 103 years of uninterrupted publication, the magazine with 85,000 circulation, which started the year after Dwight Moody’s death, came to a close.
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A MagazineThe Life LineThe Life Line
Point of Relaunching Circulation
timeIntroduction Growth Maturity DeclineSource : G & J
Formation of editorial staff
Cautious advertising acquisition
Idea formation
Conceptdevelopment
Aggressiveadvertisingacquisition
MassivePublicity
Consistentquality control
Active marketresearch
Examination ofeditorial & optical sections
Cautious/Newre-positioning
Lossof advertisingcustomers
Decline in interestedreaders
Demotivation ofeditorial staff and others
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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Phases In The Life Of A MagazinePhases In The Life Of A Magazine
Some relaunch tips
•Do NOT do a relaunch unless you can’t help to. Prepare for losses
•Minor improvements vs relaunch dilemma
•Never try to change/expand the target group! Try to meet the needs better and increase the penetration instead
•Cautious re-positioning while following the changing tastes of target group
•NOT just a fancier design! 75% of relaunch is done in MS Word
•Usually not sooner than in 3-5 years after start/relaunch
Decline And RelaunchDecline And Relaunch
Bangalore, October 9, 2012 Bangalore, October 9, 2012
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ng Questions?..
Thank you!