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Advertising Today and Tomorrow
Lee Jones VP/Publisher Inc. Magazine February 14, 2003
Advertising Today and Tomorrow Agenda
MAGAZINE MARKETPLACE TODAY
Circulation Challenges
Audience Trends
Ad Page Analysis
The Sales Environment
Profit Pressure
OPPORTUNITIES FOR TOMORROW
Brand Extensions
Customization
Harnessing Technology
MAGAZINE MARKETPLACE TODAY
Circulation Challenges
Newsstand
Awareness of Cover Treatment
Placement/Size of Publication
Concentration/Distribution in Key Metros
Subscriptions
Stimulate Growth
Develop Strategic Partners
Invest in DTP
Circulation Profitability
Tighter Management of Existing Draw
Increase Basic/Cover Price
Audience Trends
Audience Declines
Business Book Analysis - Steady Decline over Past 5 Years
Marketplace Factors - Economy, Promotion, Competition
Strategy: Focus on the Primary Reader
Position Magazine to its Core Audience
Identify with Your Audience Needs
Business Audience Trend Analysis Five Year Total Audience Trend
Fall 1998 – Fall 2002Inc. vs. BusinessWeek, Forbes, Fortune & Entrepreneur
0
1,000
2,000
3,000
4,000
5,000
6,000
Inc 2,073 1,855 1,770 1,728 1,905 1,724 1,494 1,398 1,170
Bweek 4,937 4,527 4,194 4,263 4,311 4,424 4,519 4,216 4,314
Forbes 3,953 4,172 4,259 4,472 4,576 4,336 4,220 4,453 4,485
Fortune 3,700 3,852 4,008 3,722 3,787 4,115 4,155 4,048 3,830
Entrpnr 2,097 2,110 2,063 2,109 2,356 2,561 2,374 2,180 1,971
F 98 S 99 F 99 S 00 F 00 S 01 F 01 S 02 F 02
Audience (000’s)
Ad Page Analysis
Ad Page Decline
Total Ad Pages in 2002 at Lowest in 6 Years
13,645 Total 2002 Ad Pages in Business Book Category - down 44.5% from a peak in 2000
$320 million in lost revenue!
Business Magazines - Ad Page Trend ( Inc., Fast Company, BusinessWeek, Forbes, Fortune, Entrepreneur, FSB )
0
5,000
25,000
20,000
15,000
10,000
30,000
1998 1999 2000 2001 2002
17,461 pgs.
20,147 pgs.
24,619 pgs.
15,424 pgs.
13,645 pgs.
Competitive Business Book Outlook
Smart Business
Your Company
e-Company
Industry Standard
Line 56 DarwinCity Business
Journals
The Sales Environment
Challenges:
Reduced Staff
RFP Process
Shorter Turnaround Time
Limited Face-Time with Client/Buyer
Unique Added-Value Programs
Pricing/Discounts
“Established” Book Preference
Profit Pressure
ROI Demands
Invest in the Brand
Enhance Editorial Product
Continue to Build Quality Circulation
OPPORTUNITIES FOR TOMORROW
Brand Extensions
Expand the Brand
International Print Opportunities (i.e. Inc. China - April 2003)
Conferences and Seminars
Content Licensing
Strategic Partnerships (i.e. U.S. Chamber of Commerce, SCORE, SBA)
Develop Media Relationships (i.e. Radio, T.V.)
Customization
Category/Industry Specific Efforts
Custom Published Magazines
Custom-Developed Inserts/Sections
Direct Response Initiatives
Vertical Business Segments
Harnessing Technology
Production
Going Digital (FTP)
Distribution
Digital/Electronic Delivery (ZINIO)
CRM/Salesforce Automation
One Point of Interface (account information, production, billing etc.)
HAVE AN INC.REDIBLE
VALENTINE’S DAY!