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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 12-4 Muscle &
Fitness Hers is one of the
many magazines launched
in the sports category in
recent years
Exhibit 12-5 City
magazines offer advertisers
high geographic selectivity
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
© The McGraw−Hill
Companies, 2003
lifting (Exhibit 12-4). Weider Publications launched the magazine in
response to the recent dramatic increase in strength training by
women. 4
In addition to providing selectivity based on interests, magazines can
provide advertisers with high demographic and geographic selectivity.
Demographic selectivity, or the ability to reach specific demographic
groups, is available in two ways. First, most magazines are, as a result
of editorial content, aimed at fairly well defined demographic segments.
Ladies’ Home Journal, Ms., Self, and Cosmopolitan are read predominantly
by women; Esquire, Playboy, and Sports Illustrated are read
mostly by men. Older consumers can be reached through publications
like Modern Maturity. IMC Perspective 12-1 discusses how publishers
have been introducing new magazines targeted at teens in an effort to
reach this elusive, but important, market segment.
A second way magazines offer demographic selectivity is through
special editions. Even magazines that appeal to broader audiences, such
as Reader’s Digest, Time, or Newsweek, can provide a high degree of
demographic selectivity through their special demographic editions.
Most of the top consumer magazines publish different editions targeted
at different demographic markets.
Geographic selectivity lets an advertiser focus ads in certain cities or
regions. One way to achieve geographic selectivity is by using a magazine that is targeted
toward a particular area. Magazines devoted to regional interests include Yankee
(New England), Southern Living (South), Sunset (West), and Texas Monthly
(guess where?), among many others. One of the more successful media developments
of recent years has been the growth of city magazines in most major American cities.
Los Angeles Magazine, Philadelphia, and Boston, to name a few, provide residents of
these areas with articles concerning lifestyle, events, and the like, in these cities and
their surrounding metropolitan areas (Exhibit 12-5). City and regional magazines
make it possible for advertisers to focus on specific local markets that may be of interest
to them. These publications also have a readership profile that appeals to marketers
of upscale brands: high income, college educated, loyal, and influential in their
communities.
Another way to achieve geographic selectivity in magazines is through purchasing
ad space in specific geographic editions of national or regional magazines. A number
of publications divide their circulation into groupings based on regions or major metropolitan
areas and offer advertisers the option of concentrating their ads in these editions.
For example, Newsweek breaks the United States into 11 geographic areas and