Magazine Analysis Q&A

Fitness Magazine

1.  The target audience for the magazine in terms of both demographics and lifestyle of the readers it attracts.

The targeted audience for this magazine is American women, generation X and generation Y, ages of 18-40’s with a working class income. This magazine is for an audience with an active lifestyle, who values their mind, body and spirit, and likes to exercise.

2.  The percentage of the magazine’s pages devoted to advertising versus editorial content (articles and other non-advertising copy).  Is there a clutter problem in the magazine?  Why or why not?

48% were dedicated to advertisement and the other 52% were editorial content and recommendations from the editors, it is a form of advertisement but not directly by the brand. Yes! There is a clutter problem in the magazine because I had to count it a few times because I thought some of the ads were editorial content. Another thing is the ads all start to look alike and those ads did not really stand out unless it’s a particular brand I am interested in.

3.  A breakdown of the types of products and services advertised in the magazine.  Why do you think these advertisers are attracted to this particular publication?

The products and services advertised in the magazine were a lot of beauty supplies, self enhancement products such as whiting toothbrush or weight loss products/machines, healthy snacks, athletic gears, health Websites and credit card with an physically fit housewife on the ad, and general ads that you would find in any magazine to capture women in general, such as family car, anti-depression medication, etc.

4.  An analysis of the editorial climate and mood created by the publication and how it affects who chooses to advertise in it.  How might the editorial climate of the magazine affect readers processing of the advertisements?

The mood created in this magazine is for those who seek fitness and beauty. Those who choose these kinds of magazine would be very health conscious and cares a great deal about how they look. Therefore, readers might read the magazine for self-help advice and if seeking a particular beauty product, they might trust the ads on this magazine more than ads in men magazines.

5.  How the magazine positions itself as a media vehicle to potential advertisers.

The Fitness magazine position itself as a beauty guide to healthy looking body, clear mind, and positive spirit. So the companies who want to attract these particular demographic and life style readers would place ads in this magazine, or magazine like this one.

An example of ads in these types of magazines...

Types of commercials used by the advertisers on Nickelodeon/Nick at Nite

“Youth interest, cartoons, comedy, and game shows”

Nick at Nite is a specialty channel that offers shows that are aimed at youth and family. It is also a program available on superstations so it carries national advertising and it is relatively inexpensive so many homes can afford this cable option. This allows many large marketers to purchase one single media and advertise to reach that large numbers of viewers across the country.

The program generally consists of reruns. The show I watched was The Nanny, and before that was George Lopez. During this time of night, I believe the ads were aimed at the older, family oriented type viewers. Marketers place ads here to reach this specific target markets with this particular life style; parents who are home on a Friday evening watching family shows with their children. This draws in more advertisers who look to narrowcast to reach this particular market.

This particular show has a dual revenue stream that is supported by both subscriber fees and ad revenue. The marketers who purchase spots here are major advertisers such as McDonalds, Toyota, Snickers, etc. throughout the 30 minute program I watched, I noticed that every time it goes on commercial, they showed at least 10 different commercials and none of the 30 commercials were repeated. 3 sets of 10 commercial during the show, 10 commercials before the show, and 10 commercials after the show, that is at least 50 different commercials aired.

 

McDonalds

Creative:

Focusing on hunger need by showing the juicy burger dripping with chipotle sauce.

Style:

A normal dining experience at McDonalds with the hunger need in mind.

Objective:

A 30 second commercial that starts off with the view all angles of the juicy Angus beef sandwich and taking a huge bite into meaty sandwich.

Length & Format:

Targeted at the subculture of young adults, African American that loves meaty Angus beef. Also, the jingle that states how bold the taste is and how it is best to have loved it one than to have never loved it at all.

 

Toyota

Creative:

Like a snake, the new car is underneath the old car skin, reviewing the new cars for 2011.

Style:

Every style of car is for every busy individual on the go.

Objective:

Showing that Toyota has a new look and a new reputation. The song is encouraging also. The objective here is to reach people with family, and young adults with active life styles. Beaches and restaurants are indicating that they are seeking a social class of and affluent upper class generation y.

Length & Format:

It runs about 30 seconds and it is for the people on the go who don’t have a lot of time to watch commercials. As it starts with a different car and it changes with different target market with different life styles.

Snickers

Creative:

This commercial was aimed at peanut butter lovers, but in a creative way to bring out the hunger in all of us as sharks.

Style:

Office type of a shark focus group.

Objective:

For chocolate lovers and working class. If you like peanut butter and chocolate, you will love peanut butter and Snickers, the peanut butter squares. In other words you can taste the Snickers inside these peanut butter squares. The style is definitely to capture the attention of the audience. My selective retention from this commercial was the very end; I just remember “peanut butter squares.”

Length & Format:

Covers the working class and the script was written as a taste trail for a focus group and turns out it was very delicious that they want another bite.

Here is link to Comcast Spotlight’s viewers profile for Nick at Nite.

http://www.comcastspotlight.com/network/nick-nite

List of the commercials I saw during the show:
1. Franchetta Pizza – family will love

2. State Farm Insurance – savings

3. McDonalds – Angus Beef, “great huge beef taste”

4. Chevy – Malabo

5. Allevia – Cold Sore

6. Kellogg’s – Special K

7. Yoplait – Light

8. Quaker – Chewy for kids

9. “Take me home tonight” movie preview

10. Snickers – Peanut butter squares

11. K-mart – Smart

12. Toyota

13. Almond Joy – Candy bar

14. Kelvin Klein – Euphoria

15. Longhorn Steak House – Family and affordable

16. Dish Network – “What you want for less”

17. Chex Mix

18. Shout – “wash family laundry in one load”

19. “The Roommate” movie preview

20. Air Optic – One month free trail

21. Foundation of a better life – Everlasting lover (family)

22. Campbell Soup

23. Subway – $5 foot long

24. “Rango” movie preview

25. Disney – family vacation

26. Sunny D – moms & kids

27. Kia

28. 3Musketeer – Light weight, less fat!

*Not including the two I didn’t list because I went to get a drink.

Sales-Oriented & Communications Objectives!

Communication Objective:

This HTC ad is informative and the objective is to create awareness and interest in the brand as it advertises on TV to reach the 90 percent of target audiences. The objective here is communication as it shows the features and benefits of the HTC.

The communication objective is very important here because they want to educate viewers of what this phone can do and what is unique about it. Smart phones are pretty much everywhere nowadays. Consumers might just think it’s like any other smart phones if they don't create awareness to show the features and benefits of the HTC. Also, it might not generate enough interest or set it apart from other smart phones.




Sales-Oriented Objective:

This Xyience commercial has a sales-oriented objective because it is directed at the consumer with active lifestyle and saying that if they want to be fit and stay fit, they need to get Xyience to achieve that. They connect the energy drink with weight loss to entice consumers to want to purchase the product. As we all know the weight loss industry is a growing industry because improving self-image is the most important priority for this image conscious society.

The sales-oriented objective is appropriate for this ad because they want to create positive feeling about this brand by promoting that this drink will give the consumer energy, fat loss, and lean muscle mass so that consumers will go out and buy it if they are serious about it. They refer consumers to their Web site for more information as a way to show case more of their products and they hope viewers will go online and place the order after viewing this commercial. They also tied this commercial to boxers so their target market must be extreme athletes who train hard, or those with or desire that kind of lifestyle.