The Magazine Industry Blog

Production – Distribution – Exhibition - Exchange

PRODUCTION

Content decisions are made, articles, images, layout and advertising is assemble, the EDITOR signs-off the finished magazine, ready for printing or uploading.

DISTRIBUTION

Once it has been produced it needs to attract its target audience through advertising, marketing and then distribution to point of sale outlets. 90% of consumer magazines in the UK are purchased from newsagents and supermarkets. Only 10% are sold via subscription. (Subscription is much more popular in Europe and the US.)

With 100s of magazines available and such limited self space at W.H.Smith how do you get your magazine onto the shelf?

You use an expert distribution company such as Marketforce (UK) Ltd (which is a division of IPC) – if they think your magazine will be successful commercially, that is.

These days all magazines also have an online presence. Some magazines are only distributed online.  One magazine is distributed by homeless people. Can you name it?

EXHIBITION

Once it’s on the shelf it’s all down to the promises and image on the cover and whether it has a USP to make it stand out from the rest of its competitors.

USP means:  Unique Selling Point                                   

EXCHANGE

This means buying the magazine, for which you pay the cover price.