Question description<\/p>\n
Read the following case study and then answer the question which follows:
\nKiki magazine is a quarterly publication established in the fall
\nof 2007 for tween girls. With approximately 10 million females between
\nthe ages of 10 and 14 in the United States, the founders saw an
\nopportunity to capture a niche market of girls who wanted a magazine
\nthat looked like the glossy newsstand magazines geared to older girls
\nbut featured design-based content, rather than pop-culture based
\ncontent.
\nMagazines, newspapers, and books are the three major forms of print
\nmedia in the publishing industry. In 2007, the publishing market had a
\nmarket value of $157.9 billion, with magazines representing 9.4 percent
\nof the total. There were approximately 6,800 consumer magazines and
\n12,725 business magazines produced in the United States. Magazines
\ngenerate income via advertising and circulation revenue, with
\nadvertising accounting for an average of about 55 percent of revenue.
\nCirculation revenue is derived from both subscriptions and single copy
\nsales. The top 300 magazines in 2006 generated $34.4 billion in revenue.
\nOf this revenue, the 10 largest consumer titles had combined
\ncirculation and advertising revenues of $7.7 billion.
\nThere are approximately 250 magazines in the United States targeted
\nexclusively to children (8 years and younger), youth (9 to 12 years),
\nand teens (13 to 19 years). Kiki competes in the youth and early
\nteen segment of the magazine marketplace, which has a magazine
\nreadership of about 48 percent of the segment. There are three major
\ntypes of magazines in this age range: sexualized girls’ magazines,
\nkids\/fun magazines for both boys and girls, and educational magazines
\nfor girls.
\nThere were two major magazines in the sexualized girls category–CosmoGirl! with 1.5 million in circulation and Teen Vogue
\nwith a circulation of almost 1 million. Content in both magazines
\nincludes fashion, celebrity interviews and gossip, dating\/relationship
\nadvice, and beauty tips. Advertising is comprised largely of ads for
\nperfume, makeup, and clothing. Despite its high circulation, however, CosmoGirl! printed its final issue in December of 2008.
\nPopular titles in the kids\/fun product segment are: Highlights for Children, Nickelodeon Magazine, and National Geographic Kids. All three magazines contain games, cartoons, and very short articles. Highlights for Children does not contain advertising, though both Nickelodeon Magazine and National Geographic Kids do. Nickelodeon Magazine printed its final issue in 2009.
\nTwo prominent girls’ magazines in the educational product segment are American Girl and New Moon. American Girl, with a circulation of around 700,000 does not contain any advertising and encourages girls to be creative. New Moon,
\nwith a tagline of “The Magazine for Girls and Their Dreams,” attempts
\nto empower females as they transition from girls to women. In existence
\nfor 15 years, the magazine has a circulation of 30,000. There are two
\ngirls’ magazines that fall between the sexualized and educational
\ncontent segments. Discovery Girls, with a circulation of approximately 186,000, and Girl’s Life,
\nwith a circulation of 367,000, focus on school, growing up, beauty,
\nfashion, and self-esteem. Both have content related to dating and
\nrelationships.
\nKiki is a quarterly magazine and interactive “creativity” journal targeted to the 9- to 14-year-old female market segment. Kiki
\nis designed to appeal to girls with style and substance and follows the
\nfashion design curriculum used in colleges as its springboard to topic (sample nursing essay examples by the best nursing assignment writing service)s
\nsuch as finance, geography, entrepreneurship, history, and fine arts.
\nIts goal is to demonstrate that having fun with style and artistry is
\ncompatible with intelligence and creativity. The driving philosophy
\nbehind the magazine is the promotion of self-confidence among young
\ngirls. Currently, Kiki does not accept advertisements. The Kiki team has an overall discomfort with exposing young girls to commercialism and is concerned that outside influences might force Kiki to compromise on its philosophy. Kiki has a goal of showing a profit in year five, with a circulation of 30,000 magazines.
\nQUESTION
\nThe Kiki magazine case deals with analyzing marketing opportunities. You have been hired by Kiki
\nmagazine to analyze the strategy for marketing to the 9 to 14 year old
\ngirl niche market. Your analysis should address the following
\nquestions:
\n1. What types of market research should Kiki employ to determine the market potential for magazine?
\n2. By targeting the 9 to 14 year old market, Kiki will need to
\nattract new 9 year old girls each year and will lose readership as they
\nage. What are the challenges that this presents to Kiki?
\nDevelop a response that includes examples and evidence to support your
\nideas, and which clearly communicates the required message to your
\naudience. Organize your response in a clear and logical manner as
\nappropriate for the genre of writing. Use well-structured sentences,
\naudience-appropriate language, and correct conventions of standard
\nAmerican English.<\/p>\n","protected":false},"excerpt":{"rendered":"
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