Tonya M. Fleetwood

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Paper:"Advertising Analysis - Intimate"
Year in School: College Junior
Class:Magazine Publishing
Date written:Fall 2002

Advertisements are vital to a magazine’s success. I want the ads in Intimate to have an edge to them. I am a fan of bright colors and lots of glitz. I absolutely refuse to look at ads that feature men in ‘tighty-whities’ (or whatever color the briefs happen to be) or butt cleavage belonging to either sex. Cigarette ads will not be tolerated either. Tobacco ads give off a certain sense of being ‘slimy,’ and betraying. I do not care for models that look like waifs either. The appeal lays with real people portraying a reasonable representation of reality.

Some common ads I am fond of in the six chosen competitors are GAP®, Absolut® Vodka, and H & M® Clothing. All of these products are fairly reasonable in price. Since I want to present my magazine in a rationally affordable way, I do not feel it is appropriate to feature a lot of expensive-product ads of Dolce & Gabanna® or Gucci®, for example. A few slightly more expensive-product advertisements may occasionally be used, practically-speaking, however, the majority of the ads would be practical.

Throughout the six magazines, especially Interview and Contents, there were several alcohol ads. I am not against these types of ads. Ads for alcoholic beverages tend to be very stylish and beautiful. They have quite a bit of flair. In Contents, as well as Interview, I liked the ads for Smirnoff® Vodka, Skyy® Vodka, Bacardi® Limón, Jose Cuervo®, and Grey Goose® Vodka. All of these ads were very bright in color. None of them were boring in any way. They portrayed a fun atmosphere while still maintaining stylishness.

A big portion of the advertisements would be for upcoming movies, DVD releases, upcoming CDs, and the occasional upcoming novel (especially if the book was by a credible author or had impeccable reviews). The four competitors that focus mainly on the arts and entertainment were loaded with these types of ads. While I do feel that these kinds of ads are a bit on the generic side, since they do not require a lot of effort to produce, I still feel they are vital to an entertainment magazine such as Intimate.

There are other advertisers that I am interested in obtaining. Rimmel® would fit properly with the beauty section. This particular brand of cosmetics usually has really bright and attractive ads, which is the look I am going for with my magazine. Another client that I would like to obtain is the company NETFLIX®. This is an online DVD rental service. Their ads are not necessarily brilliant, however, they are extremely relevant than just any general ad. Another particularly appropriate ad is Suncoast®. This is a movie store company. An additional client that I would like to see placed in my magazine is Lucky® Brand clothing and cologne. Their ads have a certain charisma and style to them. A further client that has outstanding ads is Evian® brand water. The theme of Evian® always features the color blue, as well as something to do with water. Some previous ads were those of Eskimos with ice blocks and mermaids.

In order to attain the ads that I want, I would explain to the individual companies what Intimate is all about and how they would benefit from placing an ad. A mock section of editorial would be sent to them. I would also clarify why I desire their particular advertisement. The choice of using their ad would be because of the beauty and attractiveness their ads portray. Part of the campaign would be giving details about why I am choosing them over a company like Maybelline® for example. Ads like Maybelline® are extremely boring. They do not catch your eye at all.

In the early issues of my magazine, I might offer some kind of special. If the advertiser chose to work with my magazine, then I would possibly have a two-for-one kind of deal where the price is discounted. I might even have the ads for free if I felt that strongly about a certain advertiser. Another arrangement that could be made would be a trial period. The advertiser could place an ad in my magazine for six months. Then after the six months were up, the advertiser would have a better idea of how my magazine is reaching their targeted audience. This six-month agreement would also be beneficial to me. The individual ad may change their image or portray something that my magazine does not want to be associated with. I might decide that the ad is not what I want my viewers to see. I do not want the reputation of my magazine to be challenged by mixed messages from certain advertisements. So, the trial period would be beneficial for both parties involved.

Ad rates are kind of tricky. The price of an ad depends on your total circulation, the demographics, and the psychographics of the magazine, among other things. Discounts are important too. Certain advertisers might be more willing to purchase space if they are given some sort of discount with the purchase of several months.

With a new magazine, I do not think it is very realistic to have high ad rates. I think you have to start small and work your way bigger. My magazine, Intimate, will more than likely start off with a small circulation. A safe hypothesis for the starting circulation would be around 125,000. My ad rate to begin with would be low, since I think Intimate needs to prove it can survive first, then the rate would gradually inch its way higher. Therefore, I am going to say that my ad rate will be around $5,000. I will more than likely have additional discounts as well, like I have already stated. This would make the CPM for Intimate $40.

The advertising to editorial ratio is different for a start-up magazine, rather than a magazine that has been on the market for several years. It is practical to say that in the beginning you will have less advertising and more editorial. The converse of that is a goal that you should strive to achieve as your magazine becomes established to its targeted audience. Consequently, Intimate will have a 40:60 ratio to in the beginning. The goal that will try to be reached is 60:40. Like I said before though, I think this ratio is not easily attained in the launch of a magazine.



Go to Documents index Paper:"Advertising Analysis - Intimate" Year in School: College Junior Class:Magazine Publishing Date written:Fall 2002 Advertisements are vital to a magazine’s success. I want the ads in Intimate to have an edge to them. I am a fan of bright colors and lots of glitz. I absolutely refuse to look at ads that feature men in ‘tighty-whities’ (or whatever color the briefs happen to be) or butt cleavage belonging to either sex. Cigarette ads will not be tolerated either. Tobacco ads give off a certain sense of being ‘slimy,’ and betraying. I do not care for models that look like waifs either. The appeal lays with real people portraying a reasonable representation of reality. Some common ads I am fond of in the six chosen competitors are GAP®, Absolut® Vodka, and H & M® Clothing. All of these products are fairly reasonable in price. Since I want to present my magazine in a rationally affordable way, I do not feel it is appropriate to feature a lot of expensive-product ads of Dolce & Gabanna® or Gucci®, for example. A few slightly more expensive-product advertisements may occasionally be used, practically-speaking, however, the majority of the ads would be practical. Throughout the six magazines, especially Interview and Contents, there were several alcohol ads. I am not against these types of ads. Ads for alcoholic beverages tend to be very stylish and beautiful. They have quite a bit of flair. In Contents, as well as Interview, I liked the ads for Smirnoff® Vodka, Skyy® Vodka, Bacardi® Limón, Jose Cuervo®, and Grey Goose® Vodka. All of these ads were very bright in color. None of them were boring in any way. They portrayed a fun atmosphere while still maintaining stylishness. A big portion of the advertisements would be for upcoming movies, DVD releases, upcoming CDs, and the occasional upcoming novel (especially if the book was by a credible author or had impeccable reviews). The four competitors that focus mainly on the arts and entertainment were loaded with these types of ads. While I do feel that these kinds of ads are a bit on the generic side, since they do not require a lot of effort to produce, I still feel they are vital to an entertainment magazine such as Intimate. There are other advertisers that I am interested in obtaining. Rimmel® would fit properly with the beauty section. This particular brand of cosmetics usually has really bright and attractive ads, which is the look I am going for with my magazine. Another client that I would like to obtain is the company NETFLIX®. This is an online DVD rental service. Their ads are not necessarily brilliant, however, they are extremely relevant than just any general ad. Another particularly appropriate ad is Suncoast®. This is a movie store company. An additional client that I would like to see placed in my magazine is Lucky® Brand clothing and cologne. Their ads have a certain charisma and style to them. A further client that has outstanding ads is Evian® brand water. The theme of Evian® always features the color blue, as well as something to do with water. Some previous ads were those of Eskimos with ice blocks and mermaids. In order to attain the ads that I want, I would explain to the individual companies what Intimate is all about and how they would benefit from placing an ad. A mock section of editorial would be sent to them. I would also clarify why I desire their particular advertisement. The choice of using their ad would be because of the beauty and attractiveness their ads portray. Part of the campaign would be giving details about why I am choosing them over a company like Maybelline® for example. Ads like Maybelline® are extremely boring. They do not catch your eye at all. In the early issues of my magazine, I might offer some kind of special. If the advertiser chose to work with my magazine, then I would possibly have a two-for-one kind of deal where the price is discounted. I might even have the ads for free if I felt that strongly about a certain advertiser. Another arrangement that could be made would be a trial period. The advertiser could place an ad in my magazine for six months. Then after the six months were up, the advertiser would have a better idea of how my magazine is reaching their targeted audience. This six-month agreement would also be beneficial to me. The individual ad may change their image or portray something that my magazine does not want to be associated with. I might decide that the ad is not what I want my viewers to see. I do not want the reputation of my magazine to be challenged by mixed messages from certain advertisements. So, the trial period would be beneficial for both parties involved. Ad rates are kind of tricky. The price of an ad depends on your total circulation, the demographics, and the psychographics of the magazine, among other things. Discounts are important too. Certain advertisers might be more willing to purchase space if they are given some sort of discount with the purchase of several months. With a new magazine, I do not think it is very realistic to have high ad rates. I think you have to start small and work your way bigger. My magazine, Intimate, will more than likely start off with a small circulation. A safe hypothesis for the starting circulation would be around 125,000. My ad rate to begin with would be low, since I think Intimate needs to prove it can survive first, then the rate would gradually inch its way higher. Therefore, I am going to say that my ad rate will be around $5,000. I will more than likely have additional discounts as well, like I have already stated. This would make the CPM for Intimate $40. The advertising to editorial ratio is different for a start-up magazine, rather than a magazine that has been on the market for several years. It is practical to say that in the beginning you will have less advertising and more editorial. The converse of that is a goal that you should strive to achieve as your magazine becomes established to its targeted audience. Consequently, Intimate will have a 40:60 ratio to in the beginning. The goal that will try to be reached is 60:40. Like I said before though, I think this ratio is not easily attained in the launch of a magazine.