introduction to mass communication

2. Organization of Magazine Industry
Online
Content categories :-
General Consumers
- acquired by : subscribe /
single-copy purchase / free
copy
- display : corner newstand /
local bookstore
-reader can buy product /
services that advertise in their
pages
- version : print + online
Business / Trade Publication
- serve by particular business ,
industry , profession
- display : not sold in
newstand , but limited to
those in the business /
profession
-type :-
1) vertical = cover all aspects
in one field
2) horizontal = deal with
certain business
-version : print + online
Custom Magazine
-publish by corporation to
satisfy existing customer +
attract new clients
- acquired by : purchase in
newstand / free at various
business location
-disadvantage :-
1) editorial staff less
independence
2) siphon off advertising
dollar
Literary reviews + academic
journal
-publish by : non-profit org /
funded by univ
-publish 4 / less in a year
-do not accept adevertising
-cover entire literary +
academic journal
-version : online
acquired by : subscription
PR magazine
- publish by : sponsoring company
- intend for business :-
a) internal = aim at employee /
salespeople / dealer
b) external = directed to
stockholder / potential customer
-version : print + some online
Newsletter
- 4-8 pages
-create by : desktop
publishing
-small target + circulation
-acquired by : subscription
Traditional
Functional component of manifacturing :-
1 Production
-Copy
-Artwork
- Title
-Layout
2 Distribution
- handle job of getting mag to
reader
- important department =
circulation deparment
-ciirculation = total no of
copies that are delivered to
readers
Paid Circulation
-through subscribe +
newstand
-advantage :-
1) 2nd class postal rates
2) provide revenues
-disadvantage :-
1- expensive promotional
campaign
2- expense of collect payment
n keep record
-most used : consumer mag
Control Circulation
- set specific qualification for
those who are to receive mag
( eg : airlines / hotel guest)
-advantage :-
1) avoid cost of promoting
subdcription
2) reach all personnel in given
field
-disadvantge :-
1- no revenue
2- expensive postage
-most used : business /
custom / PR mag
3 Retaility
- soil in retail outlet =
supermarket
- check out rack
-unsold copies return to
wholesaler
-Printing
-Binding
-Photo