What Are the Different Types of Magazine Advertising Costs?
In the first half of 2004, in terms of advertising management, fashion journals, financial journals, and computer journals were the top three categories in China's periodical advertising market; while life, automotive, social news, and various industry Journals also have some influence.
Magazine Advertising Media
- A) History of Foreign Magazines
- 1. Cheap and popular magazine media
- 2.Boom, competition and concentration of magazine media
- (2) History of Chinese Magazines
- 1. Magazines founded by foreigners in China
- 2. Modern Chinese magazines and pioneering
- 3. Contemporary Chinese Magazines and Their Development Trends
- Before the reform and opening up, the publication of Chinese magazines had two climaxes, namely 1959 and 1964;
- The period from 1967 to 1972 was the period when the magazines in China were least published;
- Since the Third Plenary Session of the Eleventh Central Committee of the Party in 1978, China's magazines have created a new situation.
- Various types of media advertising turnover in 2008
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- New Trends in Magazine Development
- § The surge in the number and type of magazines will inevitably lead to fierce competition and new trends. Characteristics of this trend:
- & Oslash; First, the situation of competition and survival will continue to intensify, and the market regulation mechanism will play an increasingly important role. The quality of the magazine has become the decisive factor for the success of the magazine.
- & Oslash; Second, in the competition, the practitioners of the magazine survive.
- & Oslash; Third, group management and intensive management are the inevitable trend of competition.
- I. Comparison of the development of Chinese and foreign magazine advertising media
- Second, the reasons for the small share of Chinese magazines in media advertising
- 1. Media buyers are generally dissatisfied with the quality of magazines and invest a lot of money in newspapers, televisions, and the outdoors.
- 2. Localization and regional advertising are dominant, and there is a lack of national advertisers.
- Advantages of magazine advertising
- Targeted and focused
- Long reading cycle, many contacts, high frequency of circulation
- Superior advertising environment with less interference
- Beautiful printing, attractive advertising ideas and performance
- In the 21st century, capital is involved in the media market.
- Journal advertising "Eighth Law".
- Representative of the periodical reform: Zhiyin. Launched three fashion life and financial journals, full-color coated paper design and printing.
- "Good Days": modern intellectual women, focusing on improving the quality of modern women's lives, advocating a healthy and fashionable lifestyle;
- "Business Masters": Successful business people are the main target to realize the upgrade of the reader group version.
- "Fortune": the nation's first financial and economic abstracts publications, to provide readers with a quick way to understand the national financial and economic journals.
- 1.Fashion
- Starting in the mid-1990s, it has gradually become the brightest spot in the Chinese periodicals market since 2000.
- Well-known international publications have landed in China, such as ELLE, fashion series, Ruili series: novel looks, avant-garde ideas, exquisite content.
- The first half of 2004. The total amount of advertisements in these journals reached 937 million yuan, accounting for 38.5% of the total periodical advertising market.
- 2.Finance
- Since 2001, the market for financial journals has begun to grow rapidly.
- External environment: The rapid development of China's economy has increased readers' attention to economic issues.
- In the first half of 2004, the total number of advertisements published in financial journals was 355 million yuan, accounting for 14.59% of the periodical advertising market.
- Computer
- It is closely related to the development of China's IT industry. The fluctuation of the industrial downturn has a profound impact on the advertising management of computer journals, which has led to the slow development of advertising management of such journals.
- In the first half of 2004, computer journals published a total of 255 million yuan, accounting for about 10% of the journal advertising market.
- Overall: The periodical advertising market is generally growing, and the increase in total volume is achieved through structural changes, rather than being evenly distributed to each type of periodical. Various journals have become polarized in advertising management, and the "Matthew Effect" is reflected here.
- Periodicals with a large advertising volume such as fashion, finance, life, automobile, and social news have all increased their share of the advertising market.
- The share of various industry journals and journals with small advertising volume has shrunk. (Journals with small advertising volume, such as cultural and arts, radio and television, film and television, and entertainment journals, have a limited readership.)
- In 2006, the industries with more than 100 million yuan in periodical advertisements were: daily necessities, computers, clothing and apparel, electronics, cultural and educational media, motor vehicles, communications, building materials, medicine, machinery and equipment, real estate and home appliances. Volume accounted for 87.99 of periodical ads
- Growth potential in 2009:
- Magazine management exploded in 2008
- & Oslash; On the one hand, with its depth and periodicity, the magazine avoided the impact of emergencies.
- & Oslash; On the other hand, it obtained a business that was diverted from other media, and it was relatively obvious that the number of outdoor media decreased.
- Advertiser composition
- § In general, the journal's advertising sources are mainly cosmetics and daily necessities, computers, clothing and apparel, motor vehicles, and communications industries. Due to its exquisite printing and easy-to-preserve characteristics, the journals are very ideal for these high-end brands in these industries Advertising media.
- § In the first half of 2004, these five industries concentrated 64% of the periodical advertising market. (First half of 2004)
- Advertiser scope is mainly focused on
- Consumer durables
- Fashion, cosmetics
- Similarly, there are few real estate clients with strong regional characteristics.
- § 1. The advertising operations of various periodicals in China are gradually entering the fast lane, and the share of advertising operations in the total amount of media advertising is also expanding.
- § 2. Internationally renowned journals enter the Chinese market. Advanced management and management experience will help to improve the quality of Chinese journals.
- § 3. Economic development, the number of white-collar workers is increasing, and readers of newspapers and periodicals are increasingly showing the characteristics of segmented audiences and diverse needs. Provide more market space.
- I. Types of Magazine Advertising Media
- 1. Special banner
- Front page and back cover advertising costs are the highest, the front cover and back cover are three times; the inside page advertising is relatively cheap. Other color-board advertisements with specific positions set according to different magazines have become special banner advertisements.
- 2. Regular space ad
- Full page, half page, 1/4 page
- 3 Color page ad
- Second, the characteristics of magazine advertising media
- 1. Clear object, focused identification
- 2. Long reading period and frequent contact
- 3 Stand out and stand out
- 4 Beautifully printed and attractive