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Magazine Audiences and Advertising. Particularly in womens lifestyle magazines, and More! in particular as a magazine that focuses on fashion and beauty, editorial content is often product-based, such as articles explaining how to get a particular look

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Introduction

Discuss the issues raised by an institutions need to target specific audiences within the magazine industry. As well as trying to sell the magazine as a product to the consumer, an important feature is the need to sell the audience to advertisers in order to gain revenue through adverts placed in the magazine. This means that as well as needing to attract customers to buy copies of the magazine, they also need to have a large enough audience to convince advertisers that it's worth investing in the market. In the weekly version of More! magazine, around 20% of the magazine content is advertising, with between 33-44% devoted to product related articles, showing a direct symbiosis between the magazine industry and advertisers; they need each other in order to function, creating mutual gain for each. Particularly in women's lifestyle magazines, and More! in particular as a magazine that focuses on fashion and beauty, editorial content is often product-based, such as articles explaining how to get a particular look, and often directly or closely linked to adverts placed in the magazine. ...read more.

Middle

Specific features in each issue of the magazine may also be used to encourage continuity of sales, as the reader will be used to the format and expect certain content. The use of cover mounted gifts may also be used as an incentive. The magazines do accept that readers may get bored with their magazines or 'grow out' of them, but do their best to keep them buying magazine within the same publishing house. Magazines such as More! may advertise similar magazines that their audience might also like from within Bauer, such as Grazia and Heat. The publishers may also introduce their readers to other magazines within the publishing house with special deals, for example during the rebranding of More! magazine, it was published in a two-for-one deal with Heat, in order to encourage readers of Heat to read More!, or to gain new readers who would be attracted by the special offer. ...read more.

Conclusion

The internet allows the magazine content to be accessed for free, from home rather than requiring purchase from a newsagents, and internet sites also have the advantage of instant updates with information and news as it happens instead of having to wait for the weekly magazine to find out the latest gossip. Most magazines now have a supporting online version, and some have stopped print sales altogether to only be published through the internet. This platform is particularly accessible to young people, and probably preferred by men, which could explain huge decreases in the sales of men's lifestyle magazines, which incurred losses of circulation in the region of -20%. The internet has possibly contributed to a loss in sales for the magazine industry as a whole, as people can find the same or similar content online, but could also be seen as an advantage to the magazine industry. ...read more.

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