Print Case Study By Wagd and Mohammed - PowerPoint Presentation

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Print Case Study

By Wagd and Mohammed

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Important Keywords

Publication:

the preparation and issuing of a book, journal, or piece of music for public sale.

Magazine:

A magazine is a publication, usually a periodical publication, which is printed or electronically published (sometimes referred to as an online magazine). Magazines are generally published on a regular schedule and contain a variety of content. They are generally financed by advertising, by a purchase price, by prepaid subscriptions, or a combination of the three.

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Background Info (difference between editors and publishers)

Magazine publishers are responsible for making their publications an editorial and commercial success. They define the editorial position and manage business operations so that the magazine provides readers with high quality content while maximizing revenue and profit.

Magazine editors are responsible for overseeing the content and quality of magazine publications and for ensuring that features are topical, interesting and informative. They plan the features section of the magazine, supervise writers and set deadlines.

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The Process

Objectives

Drafting, Data Gathering (Copywriting and photography)

Design Layout, Proofreading, sub-editing, Paginatio

n

Distribution, Promotion

Finished Artwork

Distribution, Promotion

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Case Study: Vogue Magazine

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Vogue

Vogue is a fashion and lifestyle magazine covering many topics including fashion, beauty, culture, living, and runway. Vogue began as a weekly newspaper in 1892 in the United States, before becoming a monthly publication years later.

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Summary

Publisher:

Condé Nast (Conde Nast is a magazine publisher in the U.S. The company was founded by Conde Nast in 1909, Conde Nast was the founder of some of the biggest magazines now. He was best known as a leading American magazine publisher.).

Editor-in-Chief:

Anna Wintour

Creative Director:

Grace Coddington

Print editions in 24 countries, Teen Vogue, Miss Vogue, extensive online and social media engagement and content.

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In 1892, Arthur Baldwin Turnure, an American business man, founded Vogue as a weekly newspaper in the United States, sponsored by Kristoffer Wright; the first issue was published on December 17 of that year, with a cover price of 10 cents (equivalent to $2.79 in 2018). Turnure's intention was to create a publication that celebrated the "ceremonial side of life"; one that "attracts the sage as well as debutante, men of affairs as well as the belle." From its inception, the magazine targeted the new New York upper class.

Early Years (1892–1905)

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Early Years (1892-1905)

Vogue glamorously "recounted their habits, their leisure activities, their social gatherings, the places they frequented, and the clothing they wore...and everyone who wanted to look like them and enter their exclusive circle." The magazine at this time was primarily concerned with fashion, with coverage of sports and social affairs included for its male readership. Despite the magazine's content, it grew very slowly during this period.

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Condé Nast

Conde Nast is a magazine publisher in the U.S. The company was founded by Conde Nast in 1909, Conde Nast was the founder of some of the biggest magazines now. He was best known as a leading American magazine publisher.

The company attracts more than 164 million consumers across its 19 brands and media: Allure, Architectural Digest, Ars Technica, Backchannel, Bon Appétit, Brides, Condé Nast Traveler, Epicurious, Glamour, Golf Digest, GQ, Pitchfork, Self, Teen Vogue, The New Yorker, Vanity Fair, Vogue, W and Wired.

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Condé Nast (1905)

Condé Montrose Nast purchased

Vogue

in 1905 one year before Turnure's death and gradually grew the publication. He changed it to a unisex magazine and started

Vogue

overseas in the 1910s. Under Nast, the magazine soon shifted its focus to women, and in turn the price was soon raised. The magazine's number of publications and profit increased dramatically under Nast's management. By 1911, the

Vogue

brand had garnered a reputation that it continues to maintain, targeting an elite audience and expanding into the coverage of weddings. According to Condé Naste Russia, after the First World War made deliveries in the Old World impossible, printing began in England. The decision to print in England proved to be successful causing Nast to release the first issue of French

Vogue

in 1920.

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1988–present: Anna Wintour leadership

In July 1988, after Vogue had begun to lose ground to three-year-old upstart Elle, Anna Wintour was named editor-in-chief.[15][16] Noted for her trademark bob cut and sunglasses, Wintour sought to revitalize the brand by making it younger and more approachable;[17] she directed the focus towards new and accessible concepts of "fashion" for a wider audience.[18] Wintour's influence allowed the magazine to maintain its high circulation, while staff discovered new trends that a broader audience could conceivably afford.

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Anna Wintour

British-American Journalist and Editor.

Wintour continues to be American Vogue's editor-in-chief to this day.

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Funding

Vogue magazine is mainly funded by advertising. Labels will pay a lot of money to have their advert in the magazine due its popularity. By being

advertised

, the brands themselves gain publicity.

To advertise in vogue, you have to pay thousands of pounds. This may be why the magazine is funded by advertising. To advertise on one third of a page costs £45,000, to advertise on half a page it costs £68,154 and to advertise on a full page cost £100,945. So, with the amount of money that vogue charges for an advert, this money is used for funding the magazine and paying its costs.

Vogue is also funded by sponsorships with big companies. Big brands like Ralph Lauren, Vertu and the British Fashion Council help to fund events that vogue carries out.

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Platforms

Physical Magazine

Online APP

Website (1.6 million monthly visitors)

The cover price of a vogue magazine is on average: £3.99

The price of the vogue app costs: 64p

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Platforms

You can read the vogue magazine by buying the magazine from a local shop or by downloading the vogue magazine app. By downloading the app you can then subscribe to the digital version of the vogue magazine. The vogue app gets all the same content that is in the vogue printed magazine but you can view the magazine easier on your tablet or phone. Purchasing the vogue printed magazine is the original and traditional way to look at the magazine but as technology has progressed over the years the magazine is now able to view on a different platform.

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Platforms

Although the app is much cheaper than buying the actual magazine, you still have to subscribe and pay a monthly payment to receive the magazine via the app. Even though the magazine is now available online, that does not mean that they are automatically going to switch from physical to digital copies. Many people will buy the magazine in print style. Many people still get vogue magazine in print style as it is the traditional way of doing it.

The print audience of Vogue is still extremely high, with the print audience of the magazine being 11.5 million while the a

verage

monthly online audience is 1.5 million. This shows that more people are still buying the physical magazine.

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Issues faced by Vogue

How can Vogue best approach the intensely competitive advertising market in which some

competitors

in recent times have had two or three more times the page growth that Vogue has had?

How can Vogue face the underperformance of subscriptions? (980,000 compared to others)?

An aging audience.

Threat of online magazines (Netaporter).

Decline in single copies bought.

Refraining from using platforms that engage in a two-way talk.

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Combating These Issues

Maintaining a Younger Audience

And from this issue, Teen Vogue has risen to attract a younger audience. Teen Vogue is a US magazine launched in 2003 as a sister publication to Vogue, targeted at teenage girls. Like Vogue, it includes stories about fashion and celebrities. Other tactics include featuring up and coming celebrities and continue with relevant stories.

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Teen Vogue

Since 2015, following a steep decline in sales, the magazine cut back on its print distribution in favor of online content, which has grown significantly. The magazine has also expanded its focus from fashion and beauty to include politics and current affairs. In November 2017, it was announced Teen Vogue would cease its print edition and continue as an online-only publication as part of a new round of cost cuts. The final print issue featured Hillary Clinton on the cover and was on newsstands on December 5, 2017.

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Combating These Issues

Print Sales and Subscriptions

Featuring special stories and deals only in the magazine that can’t be found online or in app will convince more customers to purchase the print issues. Featuring special perks for subscription holders such as exclusive product reviews, offers, discounts or even giveaways. Moreover, better advertising the subscription service on the app will convince readers to purchase the subscription.

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Combating These Issues

Online Advertising

Keeping the ads organic and hidden (making them seem a part of the website layout), rather than blatant which would have hurt readership counts.

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Case Study: The New York Times

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The New York Times

The New York Times is an American newspaper based in New York City with worldwide influence and readership. Founded in 1851 the paper has won 125 Pulitzer Prizes, more than any other newspaper. The Times is ranked 17th in the world by circulation and 2nd in the US

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Summary

Publisher:

A.G Sulzbeger

(Arthur Ochs Sulzberger Jr. is an American journalist. Sulzberger became the Publisher of The New York Times in 1992, and Chairman of The New York Times Company in 1997, succeeding his father, Arthur Ochs Sulzberger).

Editor-in-Chief:

Dean Baquet

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The Times was established in 1851 as a penny paper that would avoid sensationalism and report the news in a restrained and objective fashion. It enjoyed early success as its editors set a pattern for the future by appealing to a

cultured

,

intellectual

readership instead of a mass audience. But its high

moral

tone was no asset in the heated competition of other papers for readers in New York City.

Origins

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Henry Raymond

The New York Times was founded as the New-York Daily Times on September 18, 1851. Founded by journalist and politician

Henry Jarvis Raymond

and former banker George Jones, the Times was initially published by Raymond, Jones & Company.

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Reputation

The Times has developed a national and international "reputation for thoroughness" over time. Among journalists, the paper is held in high regard; a 1999 survey of newspaper editors conducted by the Columbia Journalism Review found that the Times was the "best" American paper, ahead of The Washington Post, The Wall Street Journal, and Los Angeles Times.

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Reputation

The Times also was ranked #1 in a 2011 "quality" ranking of U.S. newspapers by Daniel de Vise of The Washington Post; the objective ranking took into account the number of recent Pulitzer Prizes won, circulation, and perceived Web site quality. A 2012 report in WNYC called the Times "the most respected newspaper in the world."

Nevertheless, like many other U.S. media sources, the Times had suffered from a decline in public perceptions of credibility in the U.S. from 2004 to 2012. A Pew Research Center survey in 2012 asked respondents about their views on credibility of various news organizations. Among respondents who gave a rating, 49% said that they believed "all or most" of the Times's reporting, while 50% disagreed. A large percentage (19%) of respondents were unable to rate believability.

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Criticism and Controversies

Israeli–Palestinian conflict

A 2003 study in The Harvard International Journal of Press/Politics concluded that The New York Times reporting was more favorable to Israelis than to Palestinians. The study authors said that the Times was "the most slanted in a pro-Israeli direction" with a bias "reflected ... in its use of headlines, photographs, graphics, sourcing practices and lead paragraphs."

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Criticism and Controversies

Hiring practices

In April 2016, two black female employees in their sixties filed a federal class action lawsuit against The New York Times Company CEO Mark Thompson and chief revenue officer Meredith Levien, claiming age, gender, and racial discrimination. The plaintiffs claimed that the Times advertising department favored younger white employees over older black employees in making firing and promotion decisions.The Times said that the suit was "entirely without merit" and was "a series of recycled, scurrilous and unjustified attacks."

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Criticism and Controversies

Times spokesman Eileen Murphy said, “This lawsuit contains a series of recycled, scurrilous and unjustified attacks on both Mark Thompson and Meredith Levien. It also completely distorts the realities of the work environment at The New York Times. We strongly disagree with any claim that The Times, Mr. Thompson or Ms. Levien have discriminated against any individual or group of employees.”

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Platforms

Physical NewsPaper

Website (89 million monthly visitors)

Cost of The New York Times paper : $

2.50

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Issues Faced by NYT

Digital Space: transaction from printing to digital print. “The print is slacking back.”

Many

competitors

in the market with a better positioning: The Washington Post, News Corporation, EX Gannett Co.

Loss of a considerate number of customers due to controversies.

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Combating These Issues

Lots of the younger, upcoming generations prefer the newer methods of reading news using digital formats, and so The NYT has released its website in 1995. This was to combat both issues (the digital revolution in media and the rising of other competitors, especially online ones).

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