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Advertisements: the key to survival of zine

出自香港新聞網 - 樹仁新傳系學生實習習作

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(Your title was kind of trite, don't you think? Advertisement is key to survival of all media, not only magazines. You had neglected to tell your readers forthright that the magazines published by MRRM are fashion and trend-setting oriented monthlies that cater to connoisseur and affluent readers. Leung was talking about readers profile. This was the gist of her speech and you should point it out in your article.)

Advertisements: the key to survival of zine--105065 2012年12月19日 (三) 00:44 (UTC)

Parran Lau

(19 December 2012) Mabel Leung, the managing director of MRRM Publishing, said that the only way for print media to survive is to provide more platforms for the audience and advertisers to choose their product, like going online or establishing facebook pages.

Leung revealed that every piece of their magazine sold is actually losing money. "Our books are rich in content and they are colourfully published," she said. "The cost of it exceeds its selling price."

MRRM is a publishing house of three magazines in Hong Kong: MR, MR Style and una.

Leung said that advertisements constitute a major share of the company's revenue; therefore, it is crucial for the advertisers to know if the target readers of the magazine are the target customers of the advertisements.

"Circulation of the magazine is not the main concern of our clients [advertisers]," said Leung. "Rather, the target reader of our magazine does alter their considerations."

She continued that most of the advertisements in MR are about fashion, watches and cars; and she believes their affluent readers with high spending power are able to purchase the products illustrated.

Meanwhile, Leung stressed that the design of their magazine are different from other ordinary periodicals.

"We require our designers to layout the magazine in a way that the public can identify it is MR without looking at the logo," she said, adding that their book focuses more on the quality of the words used as well as the content.

Asked if there is still a bright future for the print media, Leung answered she did not want to see the industry turn down because she thinks print media have the point to stay.

"Someone still loves to read a magazine while enjoying a cup of coffee," Leung said with her smile, adding that MR is willing to do more promotions, such as advertising on bus bodies and railway stations, since it is a brand established by her and her two passionate partners.

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