Updated Ad Sales Video Tool for Magazines

Magazines Canada has updated its Magazines Connect video, which takes key industry research and knowledge, and translates it into quick hits of information.

In two minutes, it lays the groundwork for a magazine ad sales pitch by delivering points about magazine engagement, content, demographics, purchase intent, and the growing relationship with online and digital. And the music and graphics are pretty snazzy too.  

Check out the video on YouTube and share your thoughts. Would it be helpful for your client presentations? For approaching new clients? Re-introducing magazines to old clients? We'd love to know if this sort of resource is useful so let us know!

-- Colleen Seto
AMPA Blogger-in-Residence

Arts and Lit Mags; Alive and Well

[This post has been updated.]
 

The Canada Council for the Arts recently released a study of benchmarks for Canadian mags based on 2010 applications to its Grants to Arts and Literary Magazines. Here’s a recap: 

• The number of titles has remained steady for the past decade sitting at 90 (60 in English and 30 en francais.
• Half a million copies were in circulation throughout the year.
• These mags served more than 75,000 subscribers.
• The arts and lit mag industry makes up a $5 million enterprise with 2/5 of revenues coming from mag sales and 2/5 from advertising sales. The remaining fifth comes from various sources.
• Overall revenue comes in at about $10 million with grants making up roughly half of all income.
• These mags generate about 200 full-time-equivalent jobs.
• Magazines are critical in the creation of “social capital”.
• Overall, it’s clear that arts and lit titles are dependent on Canada Council funding.

The study gives arts and lit publishers a sense of how their operations and costs compare against their peers, keeping in mind that many aspects are covered off by volunteers or low-paid interns. The biggest costs are overhead (30 to 36%) and editorial (21 to 30%). The full study can be viewed at magazinescanada.com/benchmarks.

Unfortunately, like most government funding, very few Alberta magazines receive Canada Council support. That said, it also speaks volumes about the tenacity these publishers possess to continue publishing their titles especially given how many titles rely on Canada Council dollars to publish. 

AMPA is always looking at ways to support this special group of magazines. If you have ideas for how AMPA can help your arts and lit title, drop us a line at ampa@albertamagazines.com or post a comment here so we can have a public chat about it! For readers, be sure to check out AMPA's 30% off promotion for arts and lit titles.

--- Colleen Seto  
AMPA Blogger-in-Residence

Fellow Industry Blogger's Outstanding Achievement

I'm thrilled to share the news that fellow magazine industry blogger D.B. Scott has been awarded the 2010 Foundation Award for Outstanding Achievement from the National Magazine Awards Foundation.

This may come as little surprise, but D.B. Scott's Canadian Magazines blog has proved invaluable to me as a resource for industry news to share with our readers, and I can't thank him enough for providing a model for my own Alberta Magazines blogging. Congratulations D.B., it's well-deserved!

I thought I'd share an excerpt from the NMAF awards announcement:

"With a dynamic career spanning four decades, D.B. Scott has earned his reputation as an eminent authority in the Canadian magazine industry [...] D.B. presides over the industry’s most widely read and go-to blog, Canadian Magazines.

Kat Tancock, senior web editor at Reader’s Digest, says 'I remember poring over his archives when I was new to the industry to try and glean as much information as possible about the world I was trying to inhabit, and it was like reading a textbook on how things work and how people interact.'

In calling for his nomination as this year’s Outstanding Achievement recipient, John Macfarlane, editor and co-publisher of The Walrus called D.B.’s blog a 'public square' and noted, 'when [D.B] chooses to mount his soapbox, he is invariably informed, fair-minded and wise.'"

--- Rebecca Lesser
AMPA Communications & Programs Coordinator

Check out the Consumer Mag Fact Book for Ad Sales Support

If you haven't yet seen Magazine Canada's 2010 Consumer Magazine Fact Book, go check it out now. It's chock full of industry info and presented in a way that will help you answer those tough questions about ROI and reader engagement. 

Whether you need some quick facts and figures, or want more in-depth outlooks on trends and research studies about the Canadian consumer magazine industry, you'll find it in this book. It's great fodder for your media kits, and will complement your own numbers for your magazine and readership.

There's also a Fact Book for business/trade mags for those trade pubs out there.

--- Colleen Seto AMPA Blogger-in-Residence

Mags Canada launches national industry mag

Gotta start 'em young... Annabel enjoys the new CMC mag

Magazines Canada recently launched its premiere issue of Canadian Magazines Canadiens (CMC), a biannual bilingual resource for Canadian mag professionals. Produced in magazine format, it contains useful information on publishing topics such as licensing, digital editions and advertising trends (not unlike AMPA’s Template series). It also spotlights the innovative works that a few magazines such as ReNew Canada, Clin d’oeil and Saltscapes are taking on.

I enjoyed having a flip-through this polished product with its fancy schmancy spinning paper wheel on the front cover. I learned a few things like the ins and outs of the overcover and the fact that The Hockey News had its one-millionth download of its mobile app back in September 2010 (wowza!). I also saw some familiar bylines such as former Unlimited editor Craille Maguire Gilles as well as past AMC keynote speaker, Jason Brightman.

Of course, the mag has its share of expected association content highlighting Mags Canada resources and its annual show, MagNet, but it’s presented well avoiding the typical dry and boring overtones common to association “news.”

I asked Barb Zatyko, the publisher of the CMC project, how the idea developed and what the goal was. She said it “came about after conversations with sponsors who indicated that they’d be interested in providing services for an industry magazine that celebrated the vibrant Canadian industry and celebrated the medium of print. The goal of our editorial and publishing team is to showcase our industry to each other and to the international publishing community despite the naysayers who keep predicting the death of print. Our peers have been very positive about the magazine and the project was lots of fun to work on.”

It is nice to have a national industry mag as a way for the community to see what its colleagues are working on and to find out about standards and resources. Only time will tell whether the CMC mag will serve the ongoing need effectively, but the premiere issue definitely holds promise. And yay for print!

Have a look for yourself at the CMC microsite. 

--- Colleen Seto
AMPA Blogger-in-Residence

Magazines Canada Ad Campaign

Magazines Canada has launched three new advertising campaigns that will remind the advertising community and industry influencers about the power of magazines.

“As today’s consumers and business leaders become harder to reach in meaningful ways, magazines more than ever have powerful stories to tell,” said Gary Garland, Executive Director of Advertising Services at Magazines Canada. “They engage, they connect communities and they sell. Member support of these new ad campaigns will remind the advertising community and industry influencers that magazines are not only open for business but a must-buy.”

The first of these campaigns, a “torn insert,” will run in Marketing and Marketing QC, and is set for release in the November 22 issue (street date November 15). The die-cut insert looks like a ripped page in a magazine. The campaign leverages the high percentage of consumers who tear ads out of magazines for future reference.

The second consumer-based ad campaign features a series of whimsical ads that begin with “Dear Magazine Reader.” The ad then apologizes for magazine ads being so successful at prompting purchase. Each ad ends with, “We’re sorry we’re so engaging.” Members will also be able to create their own customizable version of the ad based on their own experiences.

Transforming the bedroom and bathroom into the new boardroom, the third campaign, geared specifically to business media titles, promotes the power of magazines in keeping business decision makers in the know—wherever they are.

In addition to the print ads, online ads will also be available for the consumer and business media campaigns. An overrun of inserts will also be made available to members on a request basis for use as bookmarks in magazine copies sent to advertisers as comps or proof of performance.

All campaigns have been developed by doug and serge agency in both French and English and will be available for Magazines Canada members under the Members’ Download Library.

2010 Consumer Magazine Fact Book

The 2010 edition of the Consumer Magazine Fact Book (from Magazines Canada) is now available, containing 92 pages of new and updated industry trends and research. It's where you'll find the most requested facts for media planners, advertisers and magazine sales professionals.

The 2010 Fact Book includes 13 new research charts and 23 research updates to help inform users of how magazine advertising works. Info is categorized as:

• Industry trends
• Ad positioning
• Ad effectiveness
• Digital and throw to web
• Magazines in a media mix
• Other useful info

The Consumer Magazine Fact Book is available in a pdf version and will soon be available as a digital edition that not only provides live links to additional information, housed on the Magazines Canada website, but is also keyword searchable to help you find what you want quickly and easily. Both editions will soon be available in French.

View the 2010 Consumer Magazine Fact Book now.

Word on the Street!

September 30, 2007

If you like reading, read this: September 30th is Word on the Street. Be one of 30,000 Calgarians to celebrate words with the rest of Canada. With events in Vancouver, Calgary, Kitchener, Toronto and Halifax, you should book it to the Calgary Farmer's Market from 11:00 am to 5:00 pm for the 10th Annual Word on the Street book and magazine fair.
There will be readings, discussions, sing-a-longs and workshops to satiate the book-lover in you, while promoting literacy and increasing awareness of Canadian authors (nationally, regionally and locally), publishers, literacy organizations and their resources.

Come visit the Magazines Canada/ AMPA booth at The Word on the Street in Calgary for free magazine samples and special subscription offers.

Find out more at www.thewordonthestreet.ca