PROJECT ON AVIATION

MAGAZINE WINGS
Submitted To: Prof. CV. Ramana

Submitted By:
ADITYA PAWAR - 16021141003
MARMIK PATEL - 16021141062
SHREYA GHOSH - 16021141102
VIKRAM PUROHIT - 16021141122
Introduction

Magazine industry

Trends :
Magazine companies are revamping their websites to optimize for mobile devices and social
aspects and include more multimedia content.
Websites are being updated regularly to remain as up-to-date as possible
More magazine publishers might need to allocate more resources to a website redesign
specific for mobile and social media users.
Multimedia companies are growing
Changes in the distribution system
Digital editions of magazines as downloadable files rather than websites

Industry Drivers:
Energy prices
Technology Innovation
Government Regulation

Challenges:
Dependency on advertising for revenue
Decrease of paid circulation sales over the past decade
Consolidation of distributors, retailers, ad agencies, and suppliers leaves a small amount of
room for price negotiation
Competition from free Internet sources
Postal rates increasing directly impacts the industry

Inter-industry Economic Industry Forecast Research Fund, Inc. (IERF) in College Park, MD.

Project Overview

Rolina Publications Private Limited, a company into the field of Book Publishing, launched an
Aviation magazine named Bharat Aviation Review in India. But the business was a pre-launch
failure. As a team of consultants to the top management at Rolina Publications Private Limited,
we are presenting this report to help them re-launch the magazine successfully.

Marketing is the lifeblood of every business. In this digital age, increasing sales as well as
revenues are tantamount to being able to successfully use available marketing technologies.
Thus, to achieve success in the magazine industry, the first priority is to create a successful
marketing strategy. Also, we need to identify the flaws in the previous strategy used and by
identifying the gaps, we need to rectify it.

Problems in the former strategy

Selling policies
Priced too High
Lacks aggressive distribution
Direct Selling
Only hard copies sold
Target Market
Only life membership given
Promotional activities

Approach adopted for study

Trends in magazine industry

4Ps strategies
SWOT Analysis
BCG Matrix
Objectives of the study

The objective of our study is to provide Rolina Publications Private Limited with a concrete
marketing strategy so that they can successfully re-launch their magazine. For this to happen, the
areas to be concentrated are given below.

Providing e-magazines

There are many ways to get marketing message across; the value of online display advertising
being the most useful. This type sells the product or service through visually appealing text as
well as graphics, animation and video. Strategic placement of display ads is critical. Placing
them on sites that are already enjoying wide patronage of the target market can make the ads
relevant, personalized and timely. All these help in creating a successful advertising campaign or
increasing the chance of the ads getting noticed clicked and bought by the targeted segment.
Magazines are one of the most popular specific industry related news sources. Nowadays online
magazines are even more popular and often better news sources. Good online Aviation
magazines provide more timely industry information than printed magazines and enable the
readers to follow the latest industry events easily. The weekly magazine is available in print and
online, reporting on the aerospace, defense and aviation industries, with a core focus on
aerospace technology.

Counterfeit Products

Direct selling products should not be sold through retail stores. However, it has been seen that,
many retailers become direct sellers and start off loading the products to the customers through
retail outlets. This leakage of products through traditional retail channels is contradictory to the
very nature of direct selling and needs to be adequately addressed. This channel also encourages
the sale of counterfeit products which affect the brand.

Difficulty to set-up manufacturing facilities - Many large direct selling companies in India are
renowned MNCs. However, due to rigid labour laws and poor infrastructure, many of these have
found it difficult to set-up their own manufacturing facilities in India. All states have different
regulations and there is no centralised federal system, making the process of getting clearances
costly and time consuming.
High Import Duties - Many ingredients for the industry products are imported. Higher import
duties add to the price of the product and as a result make them more expensive for the final
consumer adversely affecting the demand for such products as they are available at lower prices
in international markets.
 Here are 10 benefits why you need to give it a chance:

1. It completes your branding circle. Online display advertising does not really replace traditional

methods of advertising, it completes the branding circle. The Internet with its billions of users

around the world has huge potentials to open new opportunities for businesses to grow and

expand. Tri-media advertising print, TV, and radio alone cannot reach every market anymore

particularly when building brands. You need to complement tri-media with online advertising to

tap the Webs enormous market.

2. Avoid expensive long term contracts. Advertising can cost you big time. That is made more

costly when you are forced to sign up for long term advertising when you only need short

exposures i.e. political campaigns, promotion of an event, or a coming sale. Online display

advertising can be as short as it is necessary. It costs less and can also give you the opportunity to

control and make changes in your campaign based on the performance of the ads.

3. Capturing the market through remarketing/retargeting. Do you want another run to get a

second or a third chance to capture a target market? Your target market may not be converted the

first time they see yourbanner ads; that happens quite often. Display advertising through

remarketing are a great way to remind them of your product/service that offers a solution to a

need or problem. Maybe a second visit is necessary to convert them.

4. Look like a big fish and gain trust. You want your target market to trust your brand. That

happens when they see you have enough going for you and that not delivering your claims can

mar their brand. Being a big player carries with it the connotation of credibility and reliability,

traits that are not so easily achieved in online marketing.

5. Benefit from Geo-targeting. Display ads give you the control to creatively personalize your

online advertisements so that you can efficiently zero in your market by geographic location. Do

you deliver pizza in your location, let the local market know how by showing a banner ad with a

telephone number to order.

6. Entice your target by knowing their interests. If you know your target demographics, you would
understand their interests and what can captivate them. Use the knowledge to design your display
 ads to entice and grab their attention. For instance, younger targets would normally be interested

in the social media and celebrity icons while young professionals would be interested in niches

like health, family, and business.

7. Get the ads featured on relevant sites. Your knowledge of the interests of your typical customer

can take you further to include the knowledge of the websites that they usually visit or content

that they read. Banner ads featured alongside a relevant content increase the likelihood of getting

noticed, and clicked. There is nothing more disheartening than spending on campaign ads that

yield no conversion. Placing ads on the sites not visited by your target market is a futile and
expensive exercise.

8. Use complete transparency to your advantage. Having the ability to track or getting feedback

from your ads is critical. Other advertising forms can be hard to track; using display ads can let

you in on a weekly even daily updates. This kind of information tells you whether your

advertising/marketing effort is succeeding or you need to tweak it. Feedback reports can guide

you to better strategies and more successful marketing.

9. Take advantage of A/B split testing. What constitutes a better strategy? Sometimes it is hard to

say even when you understand your market. This is why having control in your advertising is

good. You can test a strategy and change it when the feedback is not as good as you expect.

While it may work like giant billboard in many ways, stripping it down to tweak it is not as hard

and costly.

10. Enjoy lower marketing cost. Online display advertising is not at all expensive; tri-media and use

of billboards typically cost more. In fact, this kind of advertising is leveling the playing field for

small entrepreneurs with limited resources. With billions of Internet users, you can reach so

many target users for a couple of dollars.

Distribution Strategy

1. Intensive Distribution Strategy of Wings WingsCo, a potential world leader in airline

magazine industry, has a plan that products reach in many different locations for
distribution. Wings products are used every day and replaced often may be found in
dozens of different retail outlets in any given area. The purpose of this type of strategy is
to put so much in so many locations that a customer will come across the product
frequently, making it easy for them to remember and buy the product.
2. Benefits of Intensive Distribution Strategy. Benefits to Wings Co Wings Co in the first
place benefits greatly from intensive distribution. Their products and their brand name is
seen everywhere and is available everywhere. It can easily become the recipient of
product loyalty if a customer knows that no matter where they go they will be able to find
what they want; one product in the brand of Wings. With such intensive distribution,
customers are seldom forced to go without the product (meaning they buy more) and are
seldom forced to choose another brand (meaning the Wings company doesnt lose
business) even from the main competitor, Vayu Magazine or from other local companies.
3. Benefits of Intensive Distribution Strategy. Benefits to Retailers For those who sell
Wings products, there are also significant benefits. The more brands they carry of any
coke, the more they are seen as having a great selection. There are dozens of brands of
soft drink available and most of them can be found at the local grocery store. This
increases customer satisfaction and allows the retailer to establish a positive reputation
with producers and consumers alike.
4. Benefits of Intensive Distribution Strategy. Benefits to Customers The intensive
distribution strategy of Wings Co allows customers to both have choices and find what
they want without going out of their way. It makes sure the Wings products are
everywhere a customer might be, so that customers can find what they want when they
want them.
5. Wings Co follows an intensive distribution strategy. To support their ubiquitous feature
they want to place their product in as many outlets as possible.
Pricing Strategies

So how does being a nobody relate to pricing? Well one would assume that if you dont have a
big name that you cant charge a high price. Even better, you cant charge a high price if you
have a small information product.

The truth is that you actually can sell your infoproduct for a nice price, even if your readers
dont know who you are. You can also do well regardless of the size of your product.

Write down the prices of as many comparable information products within your niche.
By comparable I mean products that target the same vein of information that you do.

Create a list of the top 3 information products. Those products you feel would be most
likely to compete directly with your type of reader.

Now ask yourself these questions: Does your information product introduce a brand new
theory? Is it something that nobody else is teaching? If its a product geared towards
consumers, charge 20%-50% more than the highest priced product. If its geared towards
business people, charge 30%-100% more than the highest priced product.Does your
information product explain a topic differently than your competitors? Charge a median
price. The average price between the lowest and highest products. Are you selling an
audio or video product, where everybody else is selling a print product? Choose a price
between the lowest and medium priced product. If you offer a brand new theory, go
higher than the highest price.

Online buyers comes from all walks of life. Some people perceive free as being poor or
inferior quality. Maybe theyve been misled by free information, so theyre weary of it. Likewise
if you price a product too low some buyers get suspicious. Quality = high price in many peoples
mind.

The rationale I hear from quite often from infoproduct creators is that if you price low, youll
make it up in volume. Not always. Most people overestimate the number of people they think are
going to buy their product. You might guesstimate 1,000. When in actuality you may only have
the capacity for 500

Effective Advertising

Effective advertising reaches potential customers and informs them of your products or services.
Ideally, advertising should capture the prospective customers attentions attention and entice them
to use your product. Regardless of the method, all your advertising should be clear and
consistently reflect the unique positioning statement of your business.

Advertising is communication intended to inform, educate, persuade, and remind individuals of

your product or businesses. Advertising must work with other marketing tools and business
elements to be successful. Advertising must be interruptive that is, it must make you stop
thumbing through the newspaper or thinking about your day long enough to read or hear the ad.
Advertising must also be credible, unique, and memorable in order to work. Like all effective
marketing support, it must be built upon a solid positioning strategy. Finally, for any advertising
campaign, enough money must be spent to provide a media schedule for ad frequency, the most
important element for ad memorability.
Word-of-mouth advertising has existed as long as mankind has communicated and traded goods
and services. Word-of-mouth advertising is considered the most effective form. It has the desired
qualities of strong credibility, high audience attention levels, and friendly audience reception. It
features open-ended conversation with questions and answers about the product, psychological
incentives to purchase, memorability, efficiency and frequency. Word-of-mouth advertising
passes product information to many other potential buyers (and may even include promotional
trial demonstrations and free sampling), at little or no cost to the business. Whenever possible, a
small business should build an advertising program that results in word-of-mouth advertising.
Satisfied customers are your best advertisements.
In some respects, typical media advertising (e.g., the Miller Lite "less filling/more taste" ads)
acts only as a catalyst to achieve word-of-mouth advertising and increased sales. Successful
advertising will achieve many times more ad mentions through word-of-mouth than the number
of paid media presentations of the ads.

Guidelines for Successful Advertising Campaigns

Here are some guidelines for creating memorable advertising that really sells:

Make sure your ads are "on strategy" with your business positioning. A good positioning
strategy ensures identification of the correct target audience for your advertising, along with a
listing of meaningful features and benefits. It can provide reasons why the product is superior
and unique, along with an advertising "personality."
Communicate a simple, single message. People have trouble remembering someone's name,
let alone a complicated ad message. Use the "KISS" principle for ad messages: "Keep It
Simple, Stupid." For print ads, the simpler the headline, the better. And every other ad
element should support the headline message, whether that message is "price," "selection,"
"quality," or any other single-minded concept.
Stick with a likable style. Ads have personality and style. The Pillsbury Doughboy becomes
a beloved icon; the Quiznos "sponge monkeys" nearly sunk the brand. Find a likable style and
personality and stay with it for at least a year or more of ads. Changing ad styles and
personality too often will confuse potential buyers. It also fights against memorability.
Be credible. If you say your quality or value is the "best" and it is clearly not, advertising will
speed your demise, not increase your business. Identifying and denigrating the competition
should also be avoided. It is potentially confusing and distracting and may back fire on you by
making buyers more loyal to competitive products, not less.
Ask for the sale. Invite buyers to come to your store, send for more information, or call for
information and orders in the ad. Provide easily visible information in the ad for potential
customers to buy: location, telephone number, store hours, charge cards accepted, etc.
Make sure the ad is competitive. Do your homework. Examine competitive ads in the media
that you are planning to advertise in. Make sure your ad stands out from competitive ads. You
can use personal judgment, ad test exposures to a small group of target buyers (i.e., qualitative
 research), or more expensive, sophisticated quantitative test methods. Compare ads for
uniqueness, memorability, credibility, and incentive to purchase.
Make sure the ad looks professional. If you have the time and talent, computer graphics and
desktop publishing software can provide professional-looking templates to create good-
looking print ads. Consider obtaining writing, artistic, and graphics help from local agencies
or art studios who have experienced professionals on staff, with expensive and creative
computer software in-house. They may save you time and money in the long run, with better
results. Electronic ads (e.g., TV, radio, Internet) and outdoor ads are best left to professionals
to write, produce, and buy for a fee or percentage of media dollars spent (i.e., generally 15
percent of gross media spending).
Be truthful. Whatever advertising medium you select, make sure your message is ethical and
truthful. There are stringent laws regarding deceptive practices and false advertising.

Take Full Advantage of Low and No Cost Advertising

There are many things you can do in the way of advertising, promotion, and publicity that cost
little or nothing. And when you become successful enough to be able to afford more
sophisticated ad techniques, there are ways of measuring to some extent just how effective these
methods are in terms of your business growth. As always, the chief concern is that the
advertising do what it is intended to do: cause more people to purchase more from your business.

Cultivate Referral Business

Effective advertising does not need to cost a fortune, provided you spend your money wisely. As
we noted earlier, word-of-mouth is not only the oldest form of advertising, but is still one of the
most effective. To help encourage word-of-mouth advertising, ask for referrals consistently.
Depending upon the nature of your business, staying in contact with your customers can help
generate referrals by keeping your name top-of-mind. Many personal services businesses, such
as accountants and real estate agents, send birthday and holiday cards to their customers. Other
businesses, such as hair salons, offer discounts or a gift certificate to customers who provide a
referral that brings in new customers.

Good advertising is consistent in look and message. This means that you should develop a
simple logo that and use it on all printed material to identify your company. Printed material
includes items such business cards, letterhead, brochures, flyers, gift certificates. Your logo
should also appear on your website.
 1.1 Objectives
The initial objectives of The Group are as follows:

1. To raise seed capital of $150,000 to ensure publication by month two and to establish a cash
reserve to market subscriptions.
2. To have 90,000 subscribers by the end of year one through direct sampling and marketing.
3. To have an additional 50,000 subscribers by the end of year one through organizational sales.
4. To have 10,000 more two-year subscriptions sold.
5. To publish two 36 page issues initially with press runs of 50,000 promotional copies each.
6. To go to 48 pages by issue number three and increase press runs to 75,000 promotional copies.
7. Increase to 100,000 promotional copies in issues five and six.
8. Increase average ad page cost from $1,819 to $2,618 by the end of the first year.
9. To sell an average of 17.5 ad pages per issue throughout year one.

1.2 Mission
"Artists In Business" magazine is for the artist who is a worker at any level. The magazine has a
commitment to be a platform to profile artists who are representing artistic vision in the
marketplace and who can both encourage and provide role models to other men and women.
Group Publishing, through its magazine, books, and editorial content, will be a vessel to inform
artists about artistic principles in everyday business and will encourage interaction among artists
as business people. Our mission is to promote the concept of "community" in the workplace.

1.3 Keys to Success

The keys to success are:

Attaining targeted circulation levels.

Controlling costs while spending the maximum on subscription marketing in year one.
Carefully monitoring response rates of all media executions.
Follow-on marketing of two to four book titles in the first year.
Attaining targeted advertising sales revenues.
Having quality editorial content in each issue.
Making all production and distribution dates in a timely fashion for each issue.
Successful digital magazine publishing

Five and a half years after the advent of the tablet, strategies for successful digital magazine
publishing are starting to sort themselves out and deliver measurable results. At Mequoda, were
all about documenting these things so digital publishers dont have to re-invent the wheel.

Here are 10 things you must do if you want to join the ranks of millionaire publishers a goal
we think is worthy of all digital publishers today.

Strategy #1: Start with a subscription website. Depending on your goals, you can create one
of many archetypes, but at the very least, youll need a portalwith SEO content to drive traffic,
and a store to sell products to your visitors.

Strategy #2: Make sure your website is built to optimize conversion of visitors to email
subscribers with 3C conversion architecture. This means having a free report for every category
of your content, and harvesting email addresses in return for those reports. Your email list
consists of your most engaged, loyal fans, and theyre far more likely to buy your subscriptions
and other products than random visitors.

Strategy #3: Send emails regularly to your subscribers, including both high quality editorial and
promotional content. Interweave is a master at this, right down to the time of day that they mail
and the careful mixing of promotional content with aligned editorial content.

Strategy #4: Dont forget your metadata. Its not just your content thats driving traffic: Google
pays attention to your title tags and often your meta descriptions, too. Make sure your title is
descriptive and optimized with keywords, but is not so long it will be truncated, preferably 20-66
characters. And descriptions that dont appeal to searchers will leave them clicking on someone
elses content, no matter how well optimized or how high you rank.

Strategy #5: Use digital magazine content to build retail visibility. Whether you decide to
charge for premium content, or want to build more brand recognition with free content, making
sure theres plenty of SEOd digital magazine content in online retail stores will help increase
visibility.

Strategy #6: Transform your best-selling print products into digital products. Print publishers
know what sells with their target audience. Turning these print products into digital products can
help you increase revenue and find a new form of consumer that prefers digital.

Bonus tip: Turn your back issues into an online magazine library as a completely new product,
or as an add-on to your digital subscriptions. The Biblical Archaeology Society has had
tremendous success doing just that.

Strategy #7: Sell more advertising with less work. Selling transactions, clicks, impressions and
listings is old school. What you want is SEA: Scarcity, Exclusivity and Alignment. Boost your
scarcity and exclusivity, and save constant effort, by selling sponsorship packages of content
categories to one advertiser.
 Strategy #8: Consumers love digital magazines! But they wont know yours exists if you
dont promote it. The digital newsstands, where most people go to find digital magazines, is
hopelessly botched when it comes to search. So find other places to tell your potential readers
about your app: On your website, in your print mailings to customers, in your emails and on
social media.

Strategy #9: Todays consumers want you to use the technology available to you. And right now
video is hot, hot, hot. It should be available in your digital magazine content and on your
subscription website. Ideas for acquiring video: Get bloggers in your content niche to provide
them in return for exposure, or get a camera with great audio capabilities, sit down your editor,
ask him or her a pertinent question about your niche, and let the editor respond naturally. It
doesnt have to be fancy.

Strategy #10: One word: Multiplatform. Above all else, todays digital publishers must be
willing to deliver content on every platform available to them. That means print, websites,
emails, magazines both print and digital videos, books and events. Remember to re-use,
recycle and repurpose the content you already have or are creating, and youll become one very
happy and profitable digital publisher.

Optimum utilization of resources

One of the most popular and growing industries is the print media and the reason being the fact
that it is one of the easiest ways to reach targeted customers by advertisers and marketers. These
advertisers and businessmen make the most of all forms of print media like magazines,
newspaper, leaflets etc. If you want to know more about print media, then read this article as we
bring to you the advantages and disadvantages of print media here. Read on to find out what are
they.
Advantages of print media
Flashy magazines are always popular among consumers and are often read by them for a
particular period of time in a month. The monthly magazines are the best way to bring
attention to any advertisements.
Print media is an easy medium to spread awareness or advertise to any particular
geographical area. Like, a local newspaper is the best way to spread news about any local
event of the place.
Some forms of the print media have a huge and trusted followers. This is definitely a great
boost to attract readership.
Print media allows you to choose your own space for advertisement, thus, you can manage
your budget and expenses while planning for the advertisement.

Disadvantages of print media

If you are targeting the global audience, then this is not the medium you should go for.
Instead, the internet has a much wider reach than print media in this.
Placing an advertisement in print media requires a lot of planning and time. In this case, you
are faced with flexibility problem, particularly when you work in tight deadlines.
 In fact, there is much limitations when it comes to targeting your audience as the particular
newspaper may not be available to the audience all the time. On the other hand, a person can
get access to the internet from anywhere and everywhere.
Besides, most of the time, your advertisement might get lost among all other ads and
editorials. Plus, the lifespan of newspaper and magazines is very short as people have a
tendency to throw them or keep them aside after one day of read.
There are both advantages and disadvantages for print media. We have to keep all these in mind
and make the right planning to make the optimum use of print media.

See More
Final Price
Here is a list of 10 challenges in the sales process:

1. If you cant explain the added value of digital or litho print, you will end up with
customers basing their purchases solely on price comparison. Always sell using return on
marketing investment (ROMI). Even business cards deliver ROMI.
2. You dont understand the environment of your customers. Are they specialized in
specific markets with specific requirements? Are there trends that you can use to offer
recommendations and solutions?
3. Your proposition doesnt match your online profiles (Facebook, Twitter, LinkedIn, etc.)
or your website is old and out-of-date. Keep online information updated and use free
metrics software such as Google Analytics to see how youre doing online.
4. You dont actually know what problems to solve. When you are offering digital print,
always ask if you are solving a logistic or a marketing problem for your customer.
Otherwise you will run into the same price comparison problem mentioned above.
5. You are not familiar with the changed landscape of communication. Today we have more
channels to communicate with. Be prepared so you can use them to your advantage.
Integration is key.
6. You do not have a system in place to calculate and discuss return on marketing
investments (ROMI).
7. Maybe you have calculated ROMI, but you still present it as a proposal. Communication
plans should always be presented as projects, not proposals. Help your client visualize the
experience.
8. You have a top-10 list of your customers in order of % revenue in your account plan but
you havent asked your customers who comprise their top-10 in % revenue. Also ask
what kind of headaches they have in communication, marketing, sales and adding/selling
value. This will help you help them.
9. Are you a sales (500 doors to cover), account manager (100 doors to cover), key account
manager (5 doors to cover) or trusted advisor (customers come to you)? Knowing your
role can improve the quality of engagement with your customers.
10. You dont know what customers think about you and your company. If this is true, you
almost certainly dont know what your customers end-users think of them. Knowing this
 information can help you to improve your customers business, and as a result improve
your business as well.

BCG MATRIX

Digital technology is no longer the disruptive force in print mediait is the driving force that
shapes content creation and distribution. The distinction between print and digital is not relevant
anymore: publishers have become, with varying degrees of success, digital media companies.
But the industry continues to evolve, pushed by changing consumer behavior and business
innovation. Transformation, therefore, remains an imperative for many companies.
In late 2012, BCG presented a transformation game plan for companies in the throes of a digital
sea change in how people consume print media and how advertisers reach them.
(See Transforming Print Media: Managing the Short Term While Restructuring for the Future,
BCG Focus, December 2012.) Our framework involved three stages: near-term moves to raise
cash for the journey; medium-term steps to establish new lines of business, primarily in adjacent
segments; and longer-term actions to develop the skills and build the organization and culture the
digital world requires.
This framework is still useful, but its time to rethink specific steps. Most companies have made
near-term and medium-term moves. Some of these efforts have worked, some no longer work,
and some are works in progress. But consumer behavior and the industry continue to evolve.
Companies need to take stock of changes in the competitive environment, the outcomes of the
steps theyve already taken, and the moves they should be considering to stay relevant over the
longer term.
Whats Changed?
Three developments in particular have shaped the print media landscape over the past three
years.
More print media companies have been forced to stand on their own two feet. In the
continuation of a move that began well before 2012, more media companies have separated their
print and other media assets. News Corporation (News Corp) and 21st Century Fox split in 2013,
Time Warner spun off Time Inc. in 2014, and Tegna and Gannett went their separate ways in
2015. Those transactions generally created value for shareholders, but they left print media
companies to fend for themselves in the digitally disrupted marketplace.
 CONSUMERS REVENUE VS. ADVERTISERS REVENUE
Consumer Revenue. To support subscription sales, many newspapers have erected paywalls,
substantially reversing the decline in consumer spending for newspaper contentalthough it
should be noted that one reason for the paywalls success is the limited competition in many
markets (particularly those that are small and midsize). Newspapers may not have much more
room to increase subscriptions to existing offerings. Magazines, on the other hand, compete in a
much broader competitive landscapewith one another and with digital players; they have not
experimented as extensively, or had as much success, with paywalls. One notable exception is
theNew Yorker, which introduced a paywall in the fall of 2014 and generated more than 100,000
digital subscribers in the first year with no material decline in print subscriptions or unique
digital visitors.
Some companies are also attempting to reinforce the value of their publications to consumers by
bundling content with other products, such as consumer-focused events. Entertainment Weekly
holds about a dozen events a year, including movie premieres at SXSW and the Toronto Film
Festival. The Essence Festival attracts more than 450,000 people annually to New Orleans and is
expanding to South Africa in 2016. The New Yorker is advertising the 2016 version of its annual
festival as a three-day eclectic lineup from the worlds of film, fiction, politics, comedy, science,
fashion, food, and more.
Publishers are also bundling their content with that of other companies (including competitors)
through consortia or third parties. Next Issue Media, which launched in 2010 (and was recently
renamed Texture) offers consumers access to a selection of magazines for a one-month period in
return for a flat fee. The newspaper industry has launched its own cross-title bundle, Blendle,
which has nearly 1 million registered users after its first two years of operation in Europe and
will launch in the US in 2016 with up to 20 titles.
 Advertiser Revenue. Companies have made a number of moves to generate more revenue from
advertisers and develop new revenue streams. Four of the most commonand successfulare
the following:

Bundling Print and Digital Ad Sales. Print media companies have grown more sophisticated in
selling print and digital ad bundles that generate more revenue across publishers portfolios and
generate higher ROIs for advertisers. In many companies, print sales teams and digital sales
teams, which used to operate separately, have been merged.

Restructuring Ad Sales. Media companies are reorganizing ad sales teams to reflect their
advertisers focus on audience and consumer segments. Some publishers have realigned sales
teams by industry (one team focuses on telecom, another on apparel, for example) rather than by
brand to deliver customized solutions to advertisers. Newspapers have merged local and national
advertising sales to provide a sufficiently large-scale alternative to other national media.
Companies are also recognizing the need to recruit new kinds of talent, including people with
analytical skills in areas such as programmatic sales and those who understand broader marketer
needs and can deliver more comprehensive and more targeted marketing solutions.

Creating Private Markets for Programmatic Sales. Many advertisers now believe that the
programmatic buying of ads is the most effectiveand most cost-effectiveway to reach target
customers at scale, and they are backing this belief with budget. Programmatic, or automated,
spending on display advertising. Many large print publishers generated more than one-third of
their digital ad revenue through programmatic sales in 2015. Publishers have built new
capabilities and created new positions to capture opportunities in this growing market.

Developing New Ad Products. Many publishers are aggressively investing in developing and
selling new advertising products and capabilities. Native advertisingwhich integrates the
sponsors content substantively and stylistically with the editorial productis showing particular
success. Business Insider expects native-advertising revenues to reach $21 billion in 2018, from
about $8 billion in 2015. Many publishers are using content recommendation services, such as
Outbrain and Taboola, to shape and drive traffic to their native-advertising programs. They have
also created studios to produce branded content for their clients. Time Inc.s The Foundry is one
example; Cond Nasts 23 Stories is another.
People, Organization, and Culture

People. Many print media companies have experimented with leaders from outside their
traditional ecosystem, hiring top talent from the TV, digital media, and even consumer product
industries to help propel ad sales teams, run titles and brands, and create businesses outside of
core print properties. Roles on both sides of the editorial-publishing divide continue to evolve,
and the divide itself at many companies is so blurred that its unrecognizable.
For example, magazine editors are increasingly playing new internal and external roles. In the
former, the editor is an integral member of a brand team, instrumental in both the editorial and
commercial sides of the business. He or she needs to maintain a close relationship with the
publisher; together, they present a united front to the industry and to advertisers by partnering on
the development of an editorial environment shaped by both editorial content and
advertisements. Externally, the editor is taking on the role of lead ambassador through interviews
and appearances at consumer and advertiser events and in branded social media activities. As
one advertiser put it, You want an editor who transcends what the brand stands for. And an
executive at a leading ad agency said, The next-generation editor is balanced between consumer
and marketerrunning a business in partnership with a publisher.
Organization. Publishers have come a long way, but most have yet to embrace an editorial
model that fully integrates print and digital. An integrated newsroom, in which a piece is written
once and published multiple times in multiple places, is the next frontier. Integrating editorial
teams, creating a distinct center of excellence in one place as opposed to multiple locations, and
eliminating cross-property duplication are all crucial to effective and efficient editorial output.
Publishers also need to hire more data and analytics experts and integrate them into their
organizations. Collecting and analyzing data have become the key to determining how to acquire
audiences and make money from them, but data and analytics have also become critical to
producing the insights that publishers need in order to develop content. For example,
understanding which topics and formats work in which distribution channels has become a
prerequisite for publishers looking to increase engagement.
Culture. Speed is a digital necessity, as is the ability and willingness to test (quickly) multiple
new ideas and concepts, recognizing that some will fail. The most successful publishers today
place lots of small bets and double down on those that show promise. Organizations must learn
to celebrate not just the big successes but also the calculated failures that provide lessons and
direction. They need to develop ideas that not only add to the bottom line but also reenergize a
brand.
Rationale:
Print media describes material such as brochures, posters, stickers, billboards and booklets,
calendars and cards. Although production costs are relatively high, the amount spent reduces
significantly as higher volume is produced. Many people do not have a high level of access to
electronic media such as the internet and may be more accepting of hard-copy documents. For
these people, having the ability to keep a document or booklet to write notes and to file for later
use is valuable. Increasing the amount of in-depth analysis and promotional material concerning
Wings will heighten critical awareness for this project. However potentially high production
costs will be a key factor in the success of this response.

Strength:

Establishing a list of relevant media contacts and iwi groups.

Designing high standard promotional material.
Ongoing stable source of income.
Access to local content through writers.
Analysis of the appeal of types of media to assist with access by the community.

Weakness:

Lack of Travelers in Airline Industry

Lack of technical knowhow amongst consumers
Low Switching Costs
Constantly Changing prices

Opportunities:

Increased examples and visibility of Wings within print media.

Assistance with national literacy objectives.
A sector of the community that is more visually oriented or lacking computer equipment are
better catered for.
Development of sets of skills related to things such as graphic design and copy writing.

Threats:

Insufficient community support and participation.

Difficulty in accessing enough financial assistance.
People with skills and knowledge to contribute and co-ordinate activities not available.
Inappropriate decisions are made as to what media is best suited to Taranaki people with high
financial consequences.
 Primary Market Research vs Secondary Market Ressearch

Primary Market Research

Primary research is research that is conducted by you, or someone you pay to do original
research on your behalf. In the case of primary research, you are generating your own data from
scratch as opposed to finding other peoples data. You might choose to gather this data by
running a survey, interviewing people, observing behavior, or by using some other market
research method. You might conduct a survey, run an interview or a focus group, observe
behavior, or do an experiment. You are going to be the person who obtains this raw data directly
and it will be collected specifically for your current research need. Conversely, secondary
research involves searching for existing data that was originally collected by someone else. You
might look in journals, libraries, or go to online sources like the US census. You will apply what
you find to your personal research problem, but the data you are finding was not originally
collected by you, nor was it obtained for the purpose you are using it for. I hope that makes
sense. If not, read on for some examples and a little more detail.
Secondary Market Research
Sometimes called desk research (because it can be done from behind a desk), this technique
involves research and analysis of existing research and data; hence the name, secondary
research. Conducting secondary research may not be so glamorous, but it often makes a lot of
sense of start here. Why? Well, for one thing, secondary research is often free. Second, data
is increasingly available thanks to the Internet; the US Census and the CDC (health data), for
example, are two great sources of data that has already been collected by someone else. Your
job as a secondary researcher is to seek out these sources, organize and apply the data to your
specific project, and then summarize/visualize it in a way that makes sense to you and your
audience. So, thats what secondary market research is all about. The downside, of course, is
that you may not be able to find secondary market research information specific enough for your
objectives. If thats the case, youll need to conduct your own primary research
Sources of Secondary Data
Secondary data comes in all sorts of shapes and sizes. There are plenty of raw data sources like
the US Census, Data.gov, the stock market, and countless others. Internal company data like
customer details, sales figures, employee timecards, etc. can also be considered secondary data.
Published articles, including peer-reviewed journals, newspapers, magazines, and even blog
postings like this count as secondary data sources. Dont forget legal documents like patents and
company annual filings. Social media data is a new source of secondary data. For example, the
New York Times collected Twitter traffic during the 2009 Super Bowl and produced this
stunning visualization of comments throughout the game. Secondary data is all around us and is
more accessible than even. It is increasingly possible to obtain behavioral data from secondary
sources, which can be more powerful and reliable than self-reported data.