n Communication 130 * Professor Joseph Turow

n The final exam

n Tuesday

n December 16, 9am

n Room 110 ASC

n Aim of this class:

n The magazine industry

n The Paper (see website description)

n Magazines

n Trends

n 29% of magazine ad budgets of major marketers are expected to go down in Spring 2009. Cyclical or Secular?

n Big firms are closing titles

n Time appears on newsstands Friday, not Monday

n Increases in production costs

n Subscriber acquisition costs

n Postal costs

n The contemporary downturn

n Importance of segmentation

n Slow research data from mags (MRI)

n New attempts to gather monthly data to follow particular issues of magazines

n Alleged importance of advertising to readers

n New magazines continue to emerge, but fewer

n Sub-mags

n ESPN Magazine 2 million

n EXPN – offshoot of ESPN

n EXPN- 12-29 year olds

n Mag Pubs going digital

n Web sites

n Cell phones

n ``We are in a game-changing phase,'' says Peter Kreisky, chairman of Kreisky Media Consultancy. ``For the next three to five years, the focus will be on multiplatform plays.'‘

n Magazines in the 21^st Century

n Challenges for the contemporary magazine industry

n Responses

¡ Uniqueness of the print-bound magazine

¡ Reinvention and repositioning: Three Case Studies

Let’s look at three cases….

n The Newsweeklies: Uncertain Futures

n InStyle: Success on the web

n Seventeen: A cross-media brand