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References 22
On the Advertising of Time
Chapter One Introduction
1.1 Background of the survey
American periodicals have a long history of more than two hundred years, which is even longer than American history. It is easy for people to think of Time when we talk about American periodicals. Time, a big creation for the whole history of mass media, is established by two young journalists, Henry. R. Luce and Briton Hadden in 1923. Its aim is to bring busy readers current events in the United States and the rest of the world in a systematic, concise, and well-organized manner. And they still adhere to the principle at present. Time is not only the most powerful magazine of that time but also one of the first three top newsmagazines at present. Time still has a great influence in the world. It is well received by not only common people but also the VIPs. It becomes part of the necessary weekly readings for decision makers in other western countries.
At present it has a high ranking in both the volume and advertising income. And its turnover from advertisements takes a big percentage at the whole income of the magazine. Take the statistics in 2000 as an example. Its turnover from advertisements is $661.0, ranking 2nd in the whole industry. So as a big part of Time’s income, what is the feature of the advertising of Time? Also, China’s periodical industry has developed rapidly recent years. However, after China’s entry into the WTO, China’s periodicals are facing big crisis because of the fierce competition from foreign great magazines, more and more complicated situation, and more accurate contention of market for media. So what can we learn from Time’s success for better development of Chinese periodicals nowadays ?
1.2 Significance of the survey
Since China’s entry into the WTO, many excellent foreign periodicals begin to enter domestic market, which brings a huge challenge for Chinese Journal. And a growing number of periodical publishers have been aware that relying mainly on the volume to increase income does not adapt to the current environment any more. They start to look for more turnover from advertising. However there are still many deficiencies in periodical advertisement management. Thus study of Time’s advertising can not only help us learn more about Time but also provide a reference for the advertisement management of China’s newsmagazines.
1.3 Organization of the thesis
This paper is pided into five parts. The first part briefly introduces the background information and the significance of the study as well as the organization of the thesis. In the second part, previous studies of periodical advertising and periodical advertisements are discussed. Then the third part presents the methods used during the study and method of statistical analysis as well as the research question, research subject and research procedure. And the definition of advertisements in advertisement statistics are also introduced to help keep the accuracy of the statistics of advertisements. What’s more, the forth part analyzes the statistics collected from the magazines in 2014. And finally main findings of the study and some limitations are presented in the fifth part.
Chapter Two Literature Review
2.1 Research abroad
2.1.1 Study of periodical advertisements
There are special discussions on periodical advertising media in the book about advertising principles. In William Ahrens’s (2005) work Contemporary Advertising, he mentions that periodical advertisements are colorful and authoritative with its flexible operation. They can also be kept for a long time, and have clear targets. Moreover they have a large number of loyal readers, even many second-hand readers. But he points out that the journals, compared with newspapers and other media, are more easily limited by regional restriction as well. Thus the reach rate of advertisements, which is a measure of the percentage of audiences reading or hearing advertising messages during a certain period of time, is limited.