ERIC Number: ED165191
Record Type: RIE
Publication Date: 1977-Aug
Reference Count: 0
City Magazines Find a Niche in the Media Marketplace.
Fletcher, Alan D.
The responses of 36 publishers and editors of city magazines--magazines such as "Chicago,""MPLS," and "Texas Monthly" that are published primarily for a local or regional market--provided data for an analysis of the positioning of these magazines in the media marketplace, factors leading to their success, their audience composition, and their problems. The editorial content of such magazines is usually in a jaunty, informal style, and typical articles are informational, investigational, or personality profiles, with a definitely local orientation. Survey respondents attributed the success of the magazines to the fact that they fill the gap between national and local media, aiming a particular editorial style at an audience that advertisers see as potentially good customers. Readers were most often characterized by the magazines as affluent, well-educated consumers, obviously an appealing group to advertisers who are willing to pay a premium to reach such markets. With all their success, however, city magazine publishers noted several problems they must surmount, including establishing a strong local identity; building circulation; finding good editorial sources/materials; the burgeoning costs of paper, printing, personnel, and distribution; and acquiring advertising support, especially from national advertisers. (A list of survey respondents is attached.) (RL)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: City Magazines; Readership Analysis
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (60th, Madison, Wisconsin, August 21-24, 1977)