Organization Magazine Analysis #3
The Costco Connection
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.
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.
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”, and “Art’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.
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.
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.
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?
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.
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