How To Be Successful In Publishing A Lifestyle Magazine - Michael Ruiss
Ukrainian-American Concordia University (WIUU) previously Wisconsin International University (USA) in Ukraine Master Class I How to be Successful in Publishing a Lifestyle-Magazine. Prof. Dr. phil. h.c. Michael Ruiss Проф. Міхаель Руїсс, почесний доктор філософії (Publisher of TOP Magazine Frankfurt Rhine-Main)
Ukrainian-American Concordia University (WIUU) Michael Ruiss Міхаель Руїсс 1
Ukrainian-American Concordia University (WIUU) General reputation of the magazine publishing business is: WONDERFUL GLAMOROUS LUCRATIVE In the majority of cases that’s far away from reality. Michael Ruiss Міхаель Руїсс 2
Ukrainian-American Concordia University (WIUU) The reality is, that the magazine publishing business is DIFFICULT Michael Ruiss Міхаель Руїсс RISKY VERY COMPETITIVE 3
Ukrainian-American Concordia University (WIUU) MARKET FACTS Population: 318 million No. of magazines: 7,390 Copies sold: 4.3 billion Population: 81.7 million No. of magazines: 4,690 Copies sold: 3 billion Population: 45.5 million No. of magazines: 2,258 Copies sold: 291 million (Source: PricewaterhouseCoopers, ZenithOptimediaagency, FIPP World Magazine Trends 2013-14) Michael Ruiss Міхаель Руїсс 4
Ukrainian-American Concordia University (WIUU) MARKET FACTS – it’s a big business 2013 Total International circulation revenues US 42 billion International print advertising revenues US 33 billion Nearly everybody wants to participate. However, more than 80% of new magazines launched fold within a few years. (Source: PricewaterhouseCoopers, ZenithOptimediaagency, FIPP World Magazine Trends 2013-14) Michael Ruiss Міхаель Руїсс 5
Ukrainian-American Concordia University (WIUU) Lifestyle Magazines trending up News Magazines trending down Michael Ruiss Міхаель Руїсс 6
Ukrainian-American Concordia University (WIUU) MAIN SOURCES OF REVENUE Advertisers Subscriptions Newsstand Sales Michael Ruiss Міхаель Руїсс 7
Ukrainian-American Concordia University (WIUU) MOTIVATION FOR READING MAGAZINES Content suits my tastes/interests To learn things To relax and unwind To give me ideas To have 'me' time To keep up to date To fill time Something to talk about To be entertained To keep me company To uplift my mood To escape from reality For a treat or reward To check out prices 0 5 10 15 20 25 30 35 40 45 50 Source: Carat Consumer Connection System, UK, 2010 Michael Ruiss Міхаель Руїсс 8
Ukrainian-American Concordia University (WIUU) IMPORTANT CONTENT People, event & society News & boulevard Fashion Pleasure & gourmet Cars Living & gadgets Health & beauty Travel Art No political news or topics at all. Michael Ruiss Міхаель Руїсс 9
Ukrainian-American Concordia University (WIUU) Michael Ruiss Міхаель Руїсс 10
Ukrainian-American Concordia University (WIUU) READERS Readers choose magazines which match their own special interests and outlook. Readers find titles which connect with the personal self. Readers develop a personal relationship with a magazine. When a magazine closely chimes in with a reader’s self-image, there is a high level of identification with the magazine. Michael Ruiss Міхаель Руїсс There is a feeling of ownership, that this is “my magazine”, an informed friend, and “That my magazine helps me to become the type of person I want to be and to introduce myself to people I’d like to talk to.” Readers look forward to spending relaxing moments reading “my magazine”. 11
Ukrainian-American Concordia University (WIUU) WELCOME TO THE CLUB! A magazine helps readers to have something to say. to know what’s “in”, what’s “out”. be an sought after conversation partner on all social levels. be an interesting person. be better informed and communicate better. dress fashionably. stay up to date on trends. have cachet. It’s not a big investment to be a member of the club. Michael Ruiss Міхаель Руїсс 12
Ukrainian-American Concordia University (WIUU) MAGAZINE BENEFITS Ads in magazines are more welcome to readers than in any other medium. Enjoying a magazine doesn’t disturb anybody. Agree: ads in this medium really annoy me (Germany) 80 73 70 It’s really easy for readers to savour the “magazine moment” – “me time”, a treasured, absorbing and usually relaxed experience. 60 50 40 30 20 10 18 7 In the digital age analog magazines are mobile. 21 7 0 (%) Magazines Newspapers Radio Internet TV Base: All adults. Source: Medienprofile & Medienbegabungen, Institut für Demoskopie, Allensbach, Germany Michael Ruiss Міхаель Руїсс 13
Ukrainian-American Concordia University (WIUU) THE PERFECT DATING ARRANGEMENT Magazines are unique in the extent to which ads are welcomed by the audience It’s a virtuous circle Readers choose magazines that reflect their personalities and interests Advertisers choose magazines with readership that fit their buyer group and brand choice choice Match Relevance builds Connections Media Matchmaker: It’s About Relationships. Magazine Publishers of Australia 2009 Michael Ruiss Міхаель Руїсс 14
Ukrainian-American Concordia University (WIUU) PRINT AND INTERNET Websites and print are complementary. Readers find it natural to use both platforms of a magazine brand, looking for different kinds of information on each media channel. The distinction (in part) lies in printed magazines being used for pleasurable relaxation and inspiration, while websites are primarily sources for targeted information-seeking and news. Michael Ruiss Міхаель Руїсс 15
Ukrainian-American Concordia University (WIUU) HOW TO BE SUCCESSFUL Define a promising positioning based on what you (or better research) see in potential audience (demographics, age, income, education). Is there a market big enough to support the magazine? Are there subscribers willing to pay for such a magazine? And how much are they willing to pay? Are advertisers interested in reaching this market and willing to pay for ads to do so? Michael Ruiss Міхаель Руїсс 16
Ukrainian-American Concordia University (WIUU) FACTORS OF FAILING Poor magazine focus/positioning Lack of “mission” Under capitalization Overstaffing Over-estimation of circulation Lack of significant advertising base Over-estimation of advertising revenue Poor management Lack of focused editorial concept Michael Ruiss Міхаель Руїсс 17
Ukrainian-American Concordia University (WIUU) CONCLUSION Success is possible but comes at a cost. Have highly relevant content for your target audience. Circulation and demographics are the key to long-term success. Be sure of positioning advertising appeal. At least have financial buffer to go a few issues before break even. Michael Ruiss Міхаель Руїсс 18
Wisconsin International University Ukraine (WIUU) Master Class II How to be Successful in Networking with a Lifestyle-Magazine. Prof. Dr. phil. h.c. Michael Ruiss Проф. Міхаель Руїсс, почесний доктор філософії (Publisher of TOP Magazine Frankfurt Rhine-Main)
Ukrainian-American Concordia University (WIUU) Prof. Dr. phil. h.c. Michael Ruiss Born 1978 in Frankfurt am Main, Germany. 2000 Founder/CEO of the biotechnology company humatrix AG (www.humatrix.com). 2005 Managing Director and publisher of Top Magazin Frankfurt Rhein-Main. CEO of the FourReasons Media oHG. Awards: Golden Badge of the Lesja Ukrainka Eastern European National University (EENU) Medal of Honor of the Mayor of Kiev Dr. Vitali Klitschko Gregory Skovoroda Medal of the National Academy of Pedagogical Sciences of Ukraine Knight of the Order of Saint George – a European order of the House of Habsburg-Lorraine Order of Glory of the Ukrainian People‘s Embassy Grand Cross of the Royal House of Portugal Medal of Honor of the V. N. Karazin Kharkiv National University Medal of Honor (Hryhoriy Skovoroda State Pedagogical University) Petro Ivanovich Orlyk Medal (NPU) Order of Justice of The Noble Chapter of King Ferdinand VI of Spain Order of Archangel Saint Michael the Archistrategos of the Ukrainian Orthodox Church – Kyivan Patriarchate Startup Award of the City Frankfurt and the Frankfurt University of Applied Sciences v FACEBOOK facebook.com/ruiss LINKEDIN de.linkedin.com/in/ruiss t TWITTER twitter.com/mruiss W WEBSITE www.ruiss.com Prof. Dr. phil. h.c. Michael Ruiss Проф. Міхаель Руїсс ruiss@wiuu.edu.ua 38 066 280 1743
relationship with a magazine. When a magazine closely chimes in with a reader's self-image, there is a high level of identification with the magazine. There is a feeling of ownership, that this is "my magazine", an informed friend, and "That my magazine helps me to become the type of person I want to be
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