1. The Importance of Magazines in your Media Mix Linda Hazelwood Executive Director Manitoba Magazine Publishers’ Association 1

2. The Importance of Magazines in your Media Mix Community Papers Outdoor Radio Direct Marketing Daily Newspaper Television Magazines Online/Social Media 2

3. Why magazines? Tonight’s discussion. 3

4. The basics of Marketing: the 5 P’s 4

5. The basics of Marketing. The 5 P’s Price, Place, Product, Promotion, People 5

6. The basics of Marketing. The 5 P’s Price, Place, Product, PROMOTION, People 6

7. The Media Mix: The combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign. 7

8. Bridging the gap 8

9. Magazine publishers and some of the jargon they use. 9

10. Magazine publishers and some of the jargon they use. Controlled vs Paid 10

11. Magazine publishers and some of the jargon they use. Controlled vs Paid Newsstand 11

12. Magazine publishers and some of the jargon they use. Controlled vs Paid Newsstand Sponsored 12

13. Magazine publishers and some of the jargon they use. Controlled vs Paid Newsstand Sponsored Request 13

14. Magazine publishers and some of the jargon they use. Controlled vs Paid Newsstand Sponsored Request How many circulated: print – digital – reader numbers 14

15. Magazine publishers and some of the jargon they use. Controlled vs Paid Newsstand Sponsored Request How many circulated: print – digital – reader numbers ABC – CCAB – self verified 15

16. Type of magazines Consumer – general interest Consumer – special interest Trade (Business) Farm Religious Scholarly Arts & Literary Aboriginal, Ethnocultural, Official Language Minority, GBLT 16

17. Appearance High quality gloss (long life) 48 pages or more quality editorial and advertising 17

18. Not just straight pages. Polybag multiple leaflets (Western Horse Review) Cover wrap (Pacific & Prairie Horse) French Door Cover inc Spot Glue (Business Calgary) “Full” Reverse Gatefold Cover (Country Guide) “Half” Reverse Gatefold Cover (Cattlemen) Tip on (Cattlemen) Inside double gatefold (Canadian Magazines) Poster (National Geographic) Edge trim (Canadian Magazines) Eco-Insert (Horse Country) Blow-in 5-way campaign: Full page advert, tip on, Dealer Locator, Web link and digimag link to digital catalogue (Horse Country) 18

19. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 19

20. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 20

21. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 21

22. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 4.Magazines are credible. 22

23. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 4.Magazines are credible. 5.Magazines offer a lasting message. 23

24. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 4.Magazines are credible. 5.Magazines offer a lasting message. 6.Magazines deliver brand-relevant imagery. 24

25. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 4.Magazines are credible. 5.Magazines offer a lasting message. 6.Magazines deliver brand-relevant imagery. 7.Magazine advertising drives web searches and visits. 25

26. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 4.Magazines are credible. 5.Magazines offer a lasting message. 6.Magazines deliver brand-relevant imagery. 7.Magazine advertising drives web searches and visits. 8.Magazines drive the purchase funnel. 26

27. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 4.Magazines are credible. 5.Magazines offer a lasting message. 6.Magazines deliver brand-relevant imagery. 7.Magazine advertising drives web searches and visits. 8.Magazines drive the purchase funnel. 9.Magazine advertising sells brands and enhances ROI 27

28. 10 reasons to use magazines 1.Magazines and magazine ads capture focused attention. 2.Magazine advertising is targeted. 3.Magazine advertising is relevant and welcomed. 4.Magazines are credible. 5.Magazines offer a lasting message. 6.Magazines deliver brand-relevant imagery. 7.Magazine advertising drives web searches and visits. 8.Magazines drive the purchase funnel. 9.Magazine advertising sells brands and enhances ROI 10.Magazines are becoming 360 o marketing providers. 28

29. Content Integrity Editorial vs advertising bias. The separation of editorial content and advertising messages must be transparent to the reader. Editorial integrity must be free of compromise or external influence. 29

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49. Sample magazines and media kits 49

50. RECAP The marketing mix The media mix Where magazines fit in the mix How magazines can reach your markets Questions to ask when considering a particular magazine Additional concepts offered by magazines How readers perceive magazines and their content The long term value of print advertising The different types of magazines available Where the magazines are published (does it make a difference) Magazines available locally and their reach Print and digital, apps, tablets etc. 50

51. Useful links www.magazinescanada.ca/advertising/fact_books?language=en_CA& http://www.magazinescanada.ca/business_media/fact_book Audit Bureau of Circulations: www.accessabc.cawww.accessabc.ca Canadian Circulations Audit Board: bpaww.com This presentation in Powerpoint and PDF www.manitobamagazines.ca/professional-development CARD: Canadian Advertising Rates & Data: http://www.cardonline.ca/public/home.jsf http://www.cardonline.ca/public/home.jsf Hints on reading CARD: http://www.mcgill.ca/library/files/library/reading_card.pdf http://www.mcgill.ca/library/files/library/reading_card.pdf www.manitobamagazines.ca 51

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