Organization Magazine Analysis #3

Jennifer Ragusa

Professor Lieb

Organization Magazine Analysis #3

3/14/18

 

The Costco Connection

 

AUDIENCE:

 

The main target audience for The Costco Connection would be the more than 12 million loyal Costco members. The demographics of this audience would be employed, middle-aged men and women of a middle-upper class standing. Perhaps these individuals are raising a family, own a home and/or own a pet. Costco members that take pride in the indoor and outdoor aspects of their home can be included in the psychographics. The median household income of Costco members is $119,900. Being a Costco member is a great way to shop smart with the deals and coupons one can receive. The march 2018 focuses on getting into the warmer weather with ads for gardening, outdoors furniture and allergy season medication. Specific advertisements that illustrate the audience would be Sketchers comfort wears, Adidas children’s sneakers, StriVection outsmart wrinkles, Nature Made vitamins, Sunvilla outdoor furniture, Kingsford grill, and Prilosec for heartburn.

EDITORIAL PHILOSOPHY:

 

According to The Costco Connection media kit, Costco Wholesale is a broad-line mass merchandiser. Their publication is a general interest, mass-market magazine reaching America’s smartest shoppers. The primary reaches are wealthy consumers who are executive Costco members. One of the Editorial contents focus is on interviews from communal experts such as authors, directors and business movers. The content also includes food, travel, healthy-living, home and garden, member profiles and supplier profiles. The media kit also states that most Costco Connection readers do not read other similar publications with statistics to prove it. For Example, 85.4% of readers do not read Better Homes and Gardens, 94.8% do not read Family Circle, and 89.8% do not read Good Housekeeping. This is how The Costco Connection is different from the competition.

EDITORIAL FORMULA:

 

In the current March 2018 issue of The Costco Connection, the content is divided in into three sections. They’re entitled “For your Table”, “For your Health”, andArt’s and Entertainment.” The publication contains articles about business/finance, giving advice and tips as seen in Home Financing 101. Content on cooking can also be found in articles such as Stir it up. For the most part, there is a ton of features about gardening and outdoor activity scattered throughout the magazine. For example, Growing Concerns, How Does your Garden Grow, Rotten Advice, Besting the Pests, Coop De Ville, Makeover Madness and The Art of the Grill.

 

ORGANIZATION:

 

Costco Wholesale Corp. owns The Costco Connection. 231,000 people work full and part-time at Costco. A major Costco brand is Kirkland Signature. There is a Newsstand Edition for mobile devices, Online Edition, and also a shopping app for Costco and the publication.

ADVERTISING/EDITORIAL RATIO:

 

The magazine has a total of 126 pages. The Costco Connection itself publicizes the Costco brand with all content. Approximately 60 pages are dedicated to advertisements. This does not include the Costco service ads such as the Auto Program and Pharmacy. The general advertising/editorial ratio is 60/42. There are around 34 feature stories in the publication (some take up more than one page), as well as pages for coupons and products that could be purchased in Costco.

EDITORIAL:

 

Costco is a huge warehouse-like store to purchase food and household items, both indoor and outdoor. The Costco Connection’s editorials match its philosophy and audience because they content helpful information that correlate to the interests of people who shop at Costco. Costco has an endless variety of outdoor equipment for maintenance and furniture, as well as endless amounts of coupons for those items. At this particular time, homeowners are getting ready for the warmer weather. So, the latest features in The Costco Connection are related to outdoor activities such as barbequing and gardening. For example the articles Besting the Pest, The Art of the Grill and How does your Garden Grow?

DESIGN:

 

The magazines design has a professional, mature look to it that is jam packed with information on each page. The look doesn’t apply to a specific gender. It has bold and colorful imagery of food, gardens and the home. The advertisements and coupons stand out quick a bit. If more members are aware of prices and products, Costco Co. is successful as a business.

 

References

 

About Us. (n.d.). Retrieved March 14, 2018, from https://www.costco.com/about.html

 

Media Kit – 3. (n.d.). Retrieved March 14, 2018, from http://www.costcoconnection.com/connection/media_kit?pg=3#

Welcome to the Costco Connection. (n.d.). Retrieved March 14, 2018, from https://www.costco.com/costco-connection-online-edition.html

 

SEC Filings. (n.d.). Retrieved March 14, 2018, from http://investor.costco.com/phoenix.zhtml

 

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Medium.com: Online-Only Magazine Analysis #2

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Jennifer Ragusa

Professor Lieb

Magazine Analysis #2

2/28/18

Online-Only Magazine

Medium: http://medium.com/matter

AUDIENCE:

The general target audiences for Medium are writers, thinkers and storytellers who want to share their ideas. The publication is mostly geared toward Millennia’s as far as content goes. As a platform for writers, Medium attracts the older side of the millennial generation (born in 1980-1990). This pertains to those already in or just entering the work force. To get into more detail with demographics and psychographics, the site attracts male and females who are apart of the tech savvy media elite. This group is highly educated with an interest in technological advancement and culture. 95% of the readers are college graduates and 43% earn six figures or more. The age rage of half of the readership is from 18-34. 70% of the demographic are under the age of 50. Advertisements on this site were scarce. However, Sharethough, a native advertising program, claimed that Medium welcomes high-end advertisers such as BMW and Marriot. In fact, Medium has helped Marriot International create an online travel publication known as Gone.

EDITORIAL PHILOSOPHY:

Medium is an online publishing and blogging platform “where words matter.” It is a form of social networking as well. The articles are about anything one can think of, anything that strikes a fascination. New ideas and perspectives represented. The Mission Statement is, “Medium taps into the brains of some of the most insightful writers, thinkers and storytellers to bring you the smartest takes on topics that matter. So, whatever your interest, you can always find fresh thinking and unique perspectives.” It is different from other magazines because it encourages YOU to give the content, and to learn new things from those around you.

EDITORIAL FORMULA:

Medium is similar to Buzzfeed and Twitter, except a writer doesn’t have a limited number of characters to get their point across. All concepts are welcome, and consist of thought provoking ideas relevant to our society. There are also articles on psychology and how to improve one’s life. The content takes more of a democratic standpoint. This means the themes of race, class, and gender is often featured. The imagery on this site is edgy and artistic, similar to what is seen on Tumblr. Medium welcomes those within the professional field of design and photography. There are also articles on learning more about these skills. The Headlines are quite eye-popping and can be considered controversial. For example, Turns Out Einstein Was A Cold-Hearted Misogynist Who Attempted To Control His Wife’s Every Move and When should a Teacher shoot a Student. They draw attention and engage the reader. I was a little taken back by some of them, but that added to the urge to read the story. The featured content is a mix of different ideas. The categories of articles at the top of the website to choose from are Technology, Culture, Entrepreneurship, Creativity, Self, Politics, Media, Productivity and Design. Each page also contains links to main topics being discussed. For instance, the technology section of the site’s articles has a focus on artificial intelligence, cyber security and the future of technology.

ORGANIZATION:

A Medium Corporation owns Medium. Twitter Co-founders, Evan Williams and Biz Stone founded it in 2012. There is an estimated 50-200 employees within the company.

Other form of media Medium has is a mobile app, blog, and is active on social networks such as Twitter and Facebook. Medium owns Matter Magazine, a spinoff publication of Matter Studios, owned by Evan Williams.

DESIGN:

The magazine’s design is formatted almost like a newspaper, with a clean and professional look. There are no bright colors or pop-ups. It exemplifies the perfect outlet for writers of a high caliber to express themselves on. All of the articles are easy to find with different links to categories and main topics, which gives the site a great organizational aspect.

MULTIMEDIA:

Each article on the site is accompanied by an intriguing image related to its content. Some images even have gif effects or the imagery is entirely a gif that is supposed to be a meme. Gifs are animated and static images that can only be used digitally. Each picture has subtleness to it, but really adds to what the reader is about to consume. They engage an audience of advanced technology users, which is something that a print edition cannot provide.
NAVIGATION:

It is very easy to move from one section to another, there are no distractions. Categories are displayed on a scroll bar at the top of the site. I would assume the logic behind the site structure would be to be able to find what interests you within seconds of scanning it.

References:

Hagey, K. (2016, March 21). Medium Spins Off Online Magazine Matter. Retrieved February 28, 2018, from https://www.wsj.com/articles/medium-spins-off-online-magazine-matter-1458568801

Medium – Read, write and share stories that matter. (n.d.). Retrieved February 28, 2018, from https://medium.com/

Medium.com Traffic Statistics. (n.d.). Retrieved February 28, 2018, from https://www.similarweb.com/website/medium.com#overview

Kim, L. (2017, December 11). 10 Insanely Good Reasons You Should Publish On Medium. Retrieved February 28, 2018, from https://www.wordstream.com/blog/ws/2016/07/14/medium-publishing

Kissmetrics Blog. (n.d.). Retrieved February 28, 2018, from

https://blog.kissmetrics.com/marketers-guide-to-medium/

Taube, A. (2015, May 01). Medium Is Building The Future Of Brand Storytelling. Retrieved February 28, 2018, from http://nativeadvertising.com/part-publisher-part-social-network-medium-is-building-the-future-of-brand-storytelling/

 

 

 

 

 

Award-Winning Consumer Magazine-Martha Stewart Living

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Jennifer Ragusa

Professor Lieb

MCOM 458 Magazine Publishing

February 14, 2018

AUDIENCE:

After browsing through Martha Stewart Living, one would easily presume that the target audience is middle-aged women of upper/middle class. Many of which either having children or owning a home. The magazines total audience is 8,300,00 people, 89% of that audience being female with a median age of 52, according to Martha Stewart Living media kit. 72% of the target audiences are homeowners, 58% are married and 59% are employed. The psychographics within the media kit state that the majority of people who purchase the magazine are highly influential, big spenders and classified as “doers”. An example an ad that would grasp the attention of the target audience in this issue would be L’Oreal’s hair dyes, with 100% gray coverage featuring Eva Longoria. Other ads feature Ikea kitchen appliances, Geico Insurance, Capri Sun (for kids), Hillshire Snacking for on-the-go nutrition, and Neutrogena anti-wrinkle creams.

EDITORIAL PHILOSOPHY:

Martha Stewart Living’s media kit provides its mission statement: “We show her how to learn something new everyday. As her curiosity strikes, we unleash her imagination by introducing the new and the now for living a more beautiful life. She is motivated to express herself and make her mark.” The core themes of Martha Stewart Living are food, entertainment, decorating the home, holidays, crafting, collecting, pets, beauty, style and gardening. This magazine is informative to the reader when it comes to domestic tasks and leading a vibrant, healthy life. Most of the content is its own DIY piece, encouraging the reader to take the information provided and to perform the tasks while letting their creativity flow. According to the magazines psychographics in the media kit, 98% of consumers consider Martha Stewart Living to be a trusted source for great ideas for recipes, décor and entertainment and 90% believe that this magazine offers what other competitors don’t have, for example Real Simple and Bon Appetit.

EDITORIAL FORMULA:

The content of Martha Stewart Living’s March 2018 issue focused on guides to arranging blooms, nutritious breakfast ideas, design and creative details of a family home, and incorporating a lemon zing to spring time dishes. Some features included Martha Stewart organizing a Lunar New Year themed birthday party for her grandchildren, tips and tricks on how to rearrange and polish a nice looking living room, advice on relieving pain and some food articles on how to make the perfect baked potato. The segments in which the magazine is divided into are From Martha, Good Things, Good Living, and Everyday Food in that order.

ORGANIZATION:

Martha Stewart founded Martha Stewart Living Omnimedia Inc. 480 employees make up the staff. Other magazines that the company owns are Martha Stewart Weddings and Everyday Food. The company is composed of four divisions: publishing, television, merchandising and internet/direct commerce. In the early and mid-1990s, Stewart has had multiple appearances on the Today morning show giving her content some publicity. She also hosted a television show of her own entitled Martha Stewart Living, funded by Times Inc. to go with the magazine.

ADVERTISING/EDITORIAL RATIO:

The magazine has a total of 104 pages. 28 of these pages contain advertisements. The general advertising/editorial ratio would be 28:104.

EDITORIAL:

The magazines editorial content matches it’s philosophy and audience so well, it is also stereotypical. Starting off with the ads, a majority was either of food, house décor and furniture and beauty products. The cosmetic ads feature middle-aged women. The food and home décor ads contributed to the domestic nature of the magazine. Features about birthday party ideas, and cookie icing and other treats are geared toward the mothers of the audience. How To articles such as the “How to make your next paint job a breeze” and “How to paint a light color over a dark color” are good learning tools for decorating. The “Door Prize” article contained blurbs on creative storage unit ideas. The Everyday Food section highlighted enjoyable yet healthy recipes entitled “Heart healthy side dishes,” “Cholesterol friendly lunch”, and “Sweet super-food.” These appeal to middle aged women because of their higher concern about their health as appose to lets say a child’s concern.

DESIGN:

The complex, vibrant, and clean look of the imagery fits the inspiring and imagination building aspect of what Martha Stewart Living stands for. All professional photography exhibited in the magazine can motivate anyone for their own meals or home to look they way it can in Martha Stewart Living. Some examples include the bright, beautiful and carefully put together dishes depicted, such as the “Purple Power bowl with Tuna” and the “Green Pasta with Shortcut Turkey Meatballs.” Another example is the elaborate design of the “True Tahoe” household, depicting all the rooms of the lake house. This feature would be any interior designers dream.

References

  1. Martha Stewart Living | this is a sample site. (n.d.). Retrieved February 14, 2018, from http://marthastewartmarketing.com/
  2. Martha Stewart Living Omnimedia, Inc. (n.d.). Retrieved February 14, 2018, from http://www.referenceforbusiness.com/history/Lo-Me/Martha-Stewart-Living-Omnimedia-Inc.html