Re: Non-Glossy Paper

Jay Babcock <[EMAIL PROTECTED]> wrote in message news:<[EMAIL PROTECTED]>...
> "R. Tang" wrote:
> > 
> > In article <[EMAIL PROTECTED]>,
> > Jay Babcock  <[EMAIL PROTECTED]> wrote:
> > >
> > >
> > >Johanna Draper Carlson wrote:
> > >>
> > >>  Jay Babcock <[EMAIL PROTECTED]> wrote:
> > >>
> > >> > that won't do you any good if you've priced
> > >> > the mag above what a curious reader is willing to pay.
> > >>
> > >> Standard magazines (that I'm interested in, anyway) range from $3 to $8
> > >> on the newsstand. Price isn't as much a problem as value for money.
> > >
> > >Standard magazines aren't printed on newsprint.
> > >
> > >The magazines you're interested in buying that range inprice from $3 to $8have
> > >as many as 4-6 times the number of 'editorial' pages that a $3 comic book has.
> > >
> > >Finally, since we are talking about newsprint here, it might bemore productive
> > >to check the cost of a newsprint publication. The Los Angeles Times, which has a
> > >print run of around 1 million copies, costs 50 cents... The LAWeekly, which has
> > >a printrun of around 200,000 copies, is FREE...
> > 
> >         PLEASE.
> > 
> >         THe TIMES and WEEKLY are supported by advertising;
> 
> 
> Yes. 
> 
> There are ads in the Times and the Weekly.
> 
> There are also ads in American superhero comics -- many of them house ads.
> 
> So. What's your point?
> 
> 
> > in the case of
> > the WEEKLY, the ads are aimed at a very desirable demographic segment
> > (upscale, upincome, up-everything) for which advertisers are willing to
> > pay a premium.
> 
> Yes, and...?
> 
> American superhero comic books have an audience of male, 18-35. That is the most
> desirable single demographic segment that exists for most advertisers. 
> 
> So. What is your point?

Like so many things in life, it's a Catch-22.

In order to charge top rates for advertising, they have to show a
large circulation.

In order to get the circulation up, they have to lower the price,
requiring them to charge more for the advertising.

The trick is to get the circulation up without lowering the price, at
least short term, so that you can charge more for the advertising,
THEN extend the savings to your customers (potentially increasing
circulation even more, which means you can charge more for
advertising, and so on...).