Linda Hazelwood
Executive Director
Manitoba Magazine Publishers’ Association
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Community Papers
Outdoor
Radio
Direct Marketing
Daily Newspaper
Television
Magazines
Online/Social Media
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Why magazines?
Tonight’s discussion.
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The basics of Marketing:
the 5 P’s
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The basics of Marketing.
The 5 P’s
Price, Place, Product, Promotion, People
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The basics of Marketing.
The 5 P’s
Price, Place, Product, PROMOTION, People
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The Media Mix:
The combination of advertising channels
employed in meeting the promotional
objectives of a marketing plan or campaign.
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Bridging the gap
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Magazine publishers and some of
the jargon they use.
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Magazine publishers and some of
the jargon they use.
Controlled vs Paid
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Magazine publishers and some of
the jargon they use.
Controlled vs Paid
Newsstand
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Magazine publishers and some of
the jargon they use.
Controlled vs Paid
Newsstand
Sponsored
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Magazine publishers and some of
the jargon they use.
Controlled vs Paid
Newsstand
Sponsored
Request
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Magazine publishers and some of
the jargon they use.
Controlled vs Paid
Newsstand
Sponsored
Request
How many circulated: print – digital – reader numbers
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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
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Type of magazines
Consumer – general interest
Consumer – special interest
Trade (Business)
Farm
Religious
Scholarly
Arts & Literary
Aboriginal, Ethnocultural,
Official Language Minority, GBLT
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Appearance
High quality gloss (long life)
48 pages or more
quality editorial and advertising
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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)
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10 reasons to use magazines
1.
Magazines and magazine ads capture focused attention.
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10 reasons to use magazines
1.
2.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
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10 reasons to use magazines
1.
2.
3.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
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10 reasons to use magazines
1.
2.
3.
4.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
Magazines are credible.
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10 reasons to use magazines
1.
2.
3.
4.
5.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
Magazines are credible.
Magazines offer a lasting message.
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10 reasons to use magazines
1.
2.
3.
4.
5.
6.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
Magazines are credible.
Magazines offer a lasting message.
Magazines deliver brand-relevant imagery.
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10 reasons to use magazines
1.
2.
3.
4.
5.
6.
7.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
Magazines are credible.
Magazines offer a lasting message.
Magazines deliver brand-relevant imagery.
Magazine advertising drives web searches and visits.
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10 reasons to use magazines
1.
2.
3.
4.
5.
6.
7.
8.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
Magazines are credible.
Magazines offer a lasting message.
Magazines deliver brand-relevant imagery.
Magazine advertising drives web searches and visits.
Magazines drive the purchase funnel.
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10 reasons to use magazines
1.
2.
3.
4.
5.
6.
7.
8.
9.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
Magazines are credible.
Magazines offer a lasting message.
Magazines deliver brand-relevant imagery.
Magazine advertising drives web searches and visits.
Magazines drive the purchase funnel.
Magazine advertising sells brands and enhances ROI
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10 reasons to use magazines
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Magazines and magazine ads capture focused attention.
Magazine advertising is targeted.
Magazine advertising is relevant and welcomed.
Magazines are credible.
Magazines offer a lasting message.
Magazines deliver brand-relevant imagery.
Magazine advertising drives web searches and visits.
Magazines drive the purchase funnel.
Magazine advertising sells brands and enhances ROI
Magazines are becoming 360o marketing providers.
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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.
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Sample magazines and
media kits
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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.
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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.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
Hints on reading CARD:
http://www.mcgill.ca/library/files/library/reading_card.pdf
www.manitobamagazines.ca
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(MB, ON, AB) Gardener
Anna
Ayoko
Border Crossings
Canada's History & Kayak
Canadian Dimension
Canadian Dog Fancier
Canadian Journal of Green Builders
Canadian School Counsellor
Convenience & Carwash Cda
Covet
CV2
First Nations Voice
Geez
Herizons
Horse Country
MBiz
Mennonite Brethren Herald
Northroots
Outwords Inc.
Prairie Fire
Rhubarb Magazine
SAY Magazine
Smart Biz
Smoke Signals
Style Manitoba
The Cellar Door
The Conservator
The Cottager
The Hub
Ian
Mari
Yoko
Meeka
Mark
James
Shawn
Trevor
Trevor
Brenda Jane
Leigh
Clarise
Al
Aiden
Penni
Shawn
Aaron
Laura
Frank
Rachel
Andris
Garry
Leslie
Ian
Shawn
Rita
Lisa
Leigh
Glenn
Ian
Leatt
[email protected]
Loewen
[email protected]
Chapman
[email protected]
Walsh
[email protected]
Reid
[email protected]
Patterson [email protected]
Bennett
[email protected]
Shirtliff
[email protected]
Shirtliff
[email protected]
Johnstone [email protected]
McKenzie
[email protected]
Foster
[email protected]
Isfield
[email protected]
Enns
[email protected]
Mitchell
[email protected]
Bennett
[email protected]
Newnham [email protected]
Kalmar
[email protected]
Fieber
[email protected]
Morgan
[email protected]
Taskans
[email protected]
Enns
[email protected]
Lounsbury [email protected]
Leatt
[email protected]
Bennett
[email protected]
Van Leeuwen [email protected]
Muirhead [email protected]
Patterson [email protected]
Halgren
[email protected]
Leatt
[email protected]
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pegasuspublications.net
everything-anna.com
www.ayokodesigninc.com
bordercrossingsmag.com
canadashistory.ca
canadiandimension.com
sgbennett.com
marketzonepro.com
marketzonepro.com
convenienceandcarwash.com
covetmagazine.ca
contemporaryverse2.ca
firstnationsvoice.com
geezmagazine.org
herizons.ca
sgbennett.com
mbchamber.mb.ca
mennonitebrethren.ca
northroots.ca
outwords.ca
prairiefire.ca
rhubarbmag.com
saymag.com
pegasuspublications.net
sgbennett.com
stylemanitoba.com
www.poisepublications.ca
ducks.ca
thecottager.com
pegasuspublications.net
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