As the magazine I aim to create is printed social media will be a big part of my business concept to ensure that the business stays up to date and appeals to my target readership of graduates and young professionals. I have examined how other magazines are using social media to boost their readership and below is a summary of what I’ve found:
Tumblr: Many printed magazines are using Tumblr to reblog content from other sources which they believe their readers may find interesting. Tumblr is the most popular site for reblogging and sharing content from other sites and is particularly useful for sharing pictures that other users have taken.
Twitter: Ideal for immediate contact between magazine and readers, Twitter is useful for both customer queries and getting feedback from readers on a range of issues which gives editors ideas for what new content would most appeal to their readers.
Facebook: Facebook is particularly good for allowing readers to submit their own photos and posts using the magazine’s popularity as a platform. A post on a Facebook page with several thousands fans will get seen by many more people than if it were just on the individuals Facebokok page. By encouraging users to share opinions and ideas with each other the magazine is likely to build a strong loyal fan base with a good sense of community.
Instagram: An easy way for magazines to gain more publicity is to run a successful instragram account. By posting beautiful and engaging photos people will be drawn into following the magazine’s Instagram whether they are readers or not therefore boosting the chances of each follower actually taking the time to look into and read the magazine. Instagram accounts are free and easy to run and can attract huge amounts of followers very quickly, as well as being linked to other social networking sites.
Gina Gotthilf, (2011), 7 Ways print Magazines Are Using Social Media to Engage Readers [ONLINE]. Available at: http://mashable.com/2011/02/09/social-media-magazines/ [Accessed 09 December 13].
Launched in 2009 Stylist is a magazine aimed at women which is handed out for free every Wednesday in major cities including Birmingham, Bristol, Leeds, Liverpool, London, Glasgow and Newcastle. I was impressed to notice that Stylist is also available in French Connection stores, airports and gyms – a brilliant way to target its audience of professional affluent women.
Stylist claims to provide ‘a unique mix of exclusive interviews, insightful reporting and the best of what to see, listen to and do’. When the magazine launched, Grazia was seen as one of Stylist magazine’s main competitors however the editors have claimed that Stylist features far broader content including world news, politics and career issues.
The magazine has several high end advertisers including Selfridges, Burberry and Yves St Laurent which help to fund the free distribution.
I personally find the format of the magazine excellent and think a similar version aimed at graduates and the younger professionals would be equally well received.
PR Week. 2009. Stylist Magazine Storms Onto Free Title Scene. [ONLINE] Available at: http://www.prweek.com/article/947171/stylist-magazine-storms-free-title-scene. [Accessed 08 December 13].
When examining my competitors I discovered Scene Birmingham which is a Birmingham based digital magazine aimed at students and young professionals. It is published monthly and can be accessed online. The magazine also has an online blog featuring articles on music, exhibitions and nightlife. The monthly magazine is a culmination of these posts.
The content of the magazine is well written and engaging, not to mention being very relevant for the magazine’s target market. The online format however is a little difficult to navigate and can soon become frustrating, especially for those looking for certain snippets of information.
Scene Birmingham also runs the Scene Card which offers discounts across Birmingham based businesses including spas, hairdressers and restaurants. The card is mutually beneficial for both Scene and the businesses as they will gain more custom and Scene charges £30 for a 12 month subscription to the card.
Scene Birmingham. 2013. The Scene Card. [ONLINE] Available at: http://www.thescenecard.co.uk/. [Accessed 08 December 13].
As part of my competitor research for the graduate magazine I will be pitching I have examined some of my competitors.
The first one I looked at was citysocializer.com which aims to help users create and attend events in their city.
Users have to join up to the site and create a profile before they can put their name down to attend any events. The thought of attending an event alone with a group of people who may already know each other seems a little daunting however cityscoializer has an option which allows you to make contact with other users prior to events.
The events range from drinks at a bar to music concerts and anyone is able to go along by simply confirming their attendance online beforehand.
Research I conducted on people’s attitudes towards citysocializer.com proved inconclusive since none of the graduates and students I surveyed had heard of the website. For my idea I plan to target university students and use social media to ensure that a wide audience is aware of the product.