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1 Part Five Developing the Integrated Marketing Communications Program Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 12. Evaluation of Print Media Evaluation of Print Media Chapter Objectives 1. To examine the structure of the magazine and newspaper industries and the role of each medium in the advertising program. 2. To analyze the advantages and limitations of magazines and newspapers as advertising media. 3. To examine the various types of magazines and newspapers and the value of each as an advertising medium. 12 © The McGraw−Hill Companies, 2003 4. To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined. 5. To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.
Belch: Advertising and Promotion, Sixth Edition V. Developing the Integrated Marketing Communications Program 12. Evaluation of Print Media Rolling Stone Reinvents Itself For more than three decades Rolling Stone magazine has been considered the bible of music and popular culture. The magazine’s founder and publisher, Jan Wenner, was able to build Rolling Stone into a publishing empire because he was one of the first magazine moguls to recognize that rock ‘n’ roll was the language of choice for the baby-boom generation. Wenner also had the insight and daring to move the magazine beyond music into movies, politics, and other significant cultural issues. Rolling Stone took its readers to the bloody streets outside the 1968 Democratic convention in Chicago, to Woodstock, and to the Vietnam war. It also led its readers into the minds of some of the greatest performing artists of the time, such as John Lennon, Bob Dylan, and Mick Jagger, with long, penetrating interviews by Wenner himself. The magazine attracted some of the finest writers in © The McGraw−Hill Companies, 2003 the country and featured the work of gifted photographers such as Annie Leibovitz. It was an honor for writers to be published in the magazine and for musicians to be on the cover. Rolling Stone dominated the music/pop cultural space for more than two decades. However, in the late 80s and early 90s the music scene began to change with the emergence of new genres such as alternative rock, metal, rap, and hip-hop. Critics note that Rolling Stone’s music focus began to blur and it fell behind in its coverage of new artists and musical trends, a situation that created an opportunity for new publications. One of the major competitors to emerge was Spin magazine, which was started in 1986 by Bob Guccione, Jr., who moved the magazine aggressively into alternative rock and metal in the early 90s. Guccione notes that he modeled the magazine after Rolling Stone: “My model for Spin was Rolling Stone of the 70s, which meant something to me when I was a young man. My romanticism was to parallel what Rolling Stone meant to me when I was 18 and have Spin be that to today’s people who are 18.” In addition to Spin, Rolling Stone is now being encroached upon by other direct competitors such as Vibe, Blender, and Alternative Press as well as publications targeting the young male audience, ranging from ESPN The Magazine to “lad mags” such as Maxim, Stuff, and FHM. Rolling Stone must find a way to make the magazine essential again in a publishing world that has been inspired by it and has long been chipping away at its relevance. Jan Wenner says: “Maybe there is a generational change. Maybe there is a larger significance. But Rolling Stone has got to be as relevant today as it was 25 or 30 years ago.” Rolling Stone is taking steps not only to remain relevant but to recapture its position as a cutting-edge publication that is the bible of
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1 Part Five Developing the Integrat
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8 Part One Introduction to Integrat
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142 Part Three Analyzing the Commun
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11 Part Five Developing the Integra
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196 Part Four Objectives and Budget
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620 Belch: Advertising and Promotio
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624 Part Six Monitoring, Evaluation
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IN2 Name and Company Index Belch: A
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