Presented by:

MAGAZINES Abeera
Alfiya
in the age of Anaiya
Danya Shahid
specialization. Saima
Zaid Feroze Bellows College
Topics to discuss
• History • Services offered
• Industry Trends • Advantages of having a digital magazine
• Types of magazine • Future of magazine and conclusion
• Case study
• Digital magazine advertising
• Its importance
• Digital v/s Print
• Advantages of advertising in digital
• Reach of digital content
• Digital transition of magazine
• Print goes digital
• New strategies – opportunities – facts

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History of Magazine
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First Printing Press

When Johannes Gutenberg

invented the printing press
in 1440, he created a way
for knowledge to be mass-
produced for the first time
in human history. Within a
century of its advent, the
printing press was being
used to print pamphlets,
almanacs and newsletters
in addition to Bibles and
religious materials.
The emergence of Print Media created doubts
in the minds of the rulers and they took it as a
threat against their rule. The rulers presumed
that people would become aware of their
rights and they will challenge the authority

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 Invention of Magazines

The first magazine was “The Review” published in 1704 as a small weekly periodical and
founder of the first magazine was “Daniel Defoe”. Policies of this magazine were against
the Crown and Church. The first editor had been arrested earlier because of his critical
writings denouncing certain policies of the Church of England. Bellows College
The Review published opinionated essays about national and international events. The
Tattler and The Spectator sought to “enliven morality with wit, and to temper wit with
morality.”

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• In 1672, the first “periodical of amusement” was published. Le Mercure Galant (later
called Mercure de France), was created by French writer and playwright Jean
Donneau de Vizé.

• The publication contained news, songs, short verses and gossip. Despite being
disparaged by other writers of the day for its amusing rather than intellectual content

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• In 1731, an Englishman named Edward Cave published a periodical called The
Gentleman’s Magazine.

• He invented the word “magazine” from the Arabic word makhazin, which meant
storehouse. Cave’s goal was to create a magazine that the general public would be
interested in.

• Published in London it was the first general-interest magazine.

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Photojournalism :

Using images to communicate the news, photojournalism has shaped the

way we view the world since the mid-19th century. What began as war
photography has slowly spread to other newsworthy events, including sports,
and even long-form storytelling through photo essays in magazines such as
The Illustrated London News

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In 1842, British newsagent Herbert Ingram created the
first illustrated magazine. After realizing that colorful
sketches and illustrations contributed to magazine
sales, Ingram began publishing The Illustrated London
News.

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• During the early twentieth century,
magazines played an important role in
exposing unacceptable social conditions and
stimulating social reforms.

• After World War 2 the growth of television

had a significant impact on the magazine
industry. Large-circulation general
magazines were severely hurt financially,
but new kinds of magazines were founded
and the industry thrives today.

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American magazines
America’s magazine market increased exponentially in the late 1800s, in large part due
to compulsory education and increased literacy. As a result, magazines became more
specialized. Periodicals were created specifically for lawyers, artists, musicians and other
professionals.

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The first truly successful mass
circulation magazine in the United
States was The Saturday Evening
Post. This weekly magazine first
began printing in 1821 and
remained in regular print
production until 1969, when it
briefly ceased circulation.

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Literary review magazines
became popular during the
1800s. Early American
literary publications included
the Philadelphia Literary
Magazine (1803-08) and the
Monthly Anthology (1803-11).
The magazines showcased
essays and fiction pieces
written by the best writers of
the day.

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Specialized Magazines
American magazines began to
focus on showcasing essays,
fiction pieces, travel, sewing,
parenting, inventions and idea,
geology, natural sciences, best
sellers and etc.

Popular magazines were The

Atlantic , The Bookman and
Ladies’ Home Journal

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• 1693 London, a weekly periodical called Ladies’ Mercury
was published. The one-page publication sought to answer
“all the most nice and curious questions concerning love,
marriage, behavior, dress and humor of the female sex.

• The Lady’s Magazine. The monthly British fashion

magazine was filled with embroidery patterns, sheet music,
literary pieces and fashion notes.

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In 1933, the first men’s
magazine was published in
America. Created to be
“all things to all men,”
Esquire covered fashion,
music and culture. The
magazine is still popular
today.

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In 1944, Seventeen magazine
was founded. The publication
was the first American
magazine created specifically
for adolescents.

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Magazine Distribution

Early magazines were often

bought at newsstands.
Gradually, however, most
companies began distributing
their magazines by
subscription. A subscription
guaranteed that the
subscriber would receive each
new issue of the publication.

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Meanwhile in the sub-
continent East India Company
started the first newspaper in
1780, some papers that were in
English language and mostly
read by the employees of the
East-India company.

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In 1822, first Urdu paper
named Jam-e-Jahan
numa whose editor
Munshi Sada Sikh
emerged and English
rulers took it as a threat
against them and they
started to think to impose
press laws to outclass local
papers.
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Industry trends
Industry trend of US

Report shows a 6.2% average performance growth of

magazine sector

There was a 12% increase in Science and technology magazine

sector

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Social media trends and Magazines
• Facebook is the social media platform of choice for the
Magazine industry.

• Fastest growing social network by percentage of likes and

Followers

Science and technology sector has one of the largest Google plus
audiences

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1. 90 % of American have read a magazine
In the last 6 months (either print or digital format)
2. Number of magazine readers have increased
steadily in the US
3. Household with the income of 150k plus interact
with magazines more often

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Ad Statistics

• Magazine realizes highest return on ad spends

• 61 % of readers are inspired to take action after seeing a print
magazine ad
• Print magazine readers are more influenced by brands and their
advertisement

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 Even though total number of magazines
published in Pakistan has dropped drastically, but
the total amount of advertising spend has sky
rocketed.

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Industry grew its total print advertising revenue from
381 m in 2010
to 1,980 m in 2016
(with an average increase of 31.6% per year)

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For designers in Pakistan magazines are still one
of the most important means to showcase their
product lines

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 Print Media: Magazine

Brief Overview of Types of Magazines/Periodicals in

Pakistan
• Printed magazines have a market of their own.

• Their look and feel, the authenticity, accuracy and reliability of

their information supersedes any other media, even today.

• Facts and opinions are quoted, believed and retained as records

for references.

• Each one is like a time-capsule

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• Women are the biggest and greatest
buyers of consumer goods.
• Women are larger target audiences for
magazines in Pakistan
• Fashion, beauty, food and household
magazines surfacing since 1960.
• Back in the early days, only a handful of
magazines existed under different genres.

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Magazine Categories

• General Interest Magazines

• Special Interest Magazines

• Professional Magazines

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Magazine Categories - General Interest Magazines

• Most prominent publication in the early 20th century

• Broad, national audience covering range of topics
• Large circulation
• High quality photographs gave visual advantage
over mediums
• Photojournalism: the use of photographs to
document daily life
• International titles like Saturday Evening Post,
Reader’s Digest (1922), Time (1923), and Life.

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Magazine Categories - General Interest Magazines

1950s –
The fall of general interest magazines, Rise of special interest magazines

Causes:
1. Changing Consumer Tastes
2. Rising Postal Costs
3. Falling Ad Revenues
4. TV

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Magazine Categories - Special Interest Magazines
• Topics that are specific to a particular audience.
• Traded mass audience for smaller discrete audiences that could be
guaranteed to advertisers
• Advertisers could target groups by gender, age, race, class, and social and
cultural interests
• Customization and individualization will probably be the continuing trend

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Magazine Categories - Professional Magazines
Nearly every trade group produces some sort of professional publication for its
members. For example, if a person wishes to find information on agriculture,
forestry, fishing, and hunting organizations.

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Case Study - The Mirror of the Month (1951 to 1972)
• Better known as the Mirror
• Popular, Pakistani, social, monthly magazine
• Founder Editor, Zeb-un-Nissa Hamidullah,
became the first woman editor in Pakistan.
• The magazine was published at Din
Muhammadi Press until the 1960s.
• In October 1962, Begum Hamidullah wrote
an open letter to President Ayub Khan. Titled
‘Please Mr. President!’

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Case Study - The Mirror of the Month (1951 to 1972)

• It expressed concern about the government’s

treatment of student protests.
• The letter was published in the Mirror.
• Highly controversial magazine in the 60’s
• Magazine banned twice
• Government Ads completely revoked
• Magazine folded in 1972

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 English Magazines
• She surfaced in 1963, and its
counterpart, Women’s Own in 1987.
• Women’s Own became popular and
captured a fair share of advertising.
• Food magazines Masala, Good
Food and Dastar khwan among others,
enjoyed a large women readership and
continue to do so.

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English Magazines
• Mag Weekly
• Established 1980
• Largest circulated
English Weekly
in Pakistan
• Jang group

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Fashion Magazines
Fashion Collection (1991),
Diva (2002) and Glam (2012)
published by Hum Network

Most recently-launched,
international
magazine Hello in 2012, have
been quite successful.

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Showbiz Magazines
• One of the genres to gain popularity since the beginning were the showbiz
magazines.
• The word ‘Lollywood’ was first coined in the summer of 1989, in the now-
defunct magazine Glamour, published from Karachi by gossip columnist
Saleem Nasir.

• Eastern Film, a publication of Eastern Film Studios

• Widely circulated English language periodical in Pakistan in 1959.
• By 1970, its circulation had risen to 28,000 copies per month. It ceased
publication a year later.

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Showbiz Magazines
• Nigar, a brainchild of Ilyas Rashidi
• Launched as a weekly film magazine in 1948.
• In 1957, the Nigar Awards were instituted as an extension of Nigar.

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News Magazine

• Illustrated Weekly of
Pakistan, a popular
risqué magazine which
was later renamed
Herald in 1970 and was
published by the Dawn
Group

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 News Magazine
• Two monthlies on current
affairs that reign above
the rest include The
Herald, published by The
Dawn Media Group in
1970 and Newsline in 1989.
• Articles on situation,
politics, Economics,
Religion, industry, sports
etc. are published

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Urdu Magazines

• Urdu magazines enjoy a larger readership than their

English language counterparts.
• The contents are similar to a great extent.

• Urdu Digest - Pakistan’s first digest published in 1960

• Weekly Muslim World - published in 1961
• Akhbar-e-Jahan - in 1967 Weekly Urdu language news
and entertainment magazine

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Urdu Magazines
• Anchal - in 1969
Monthly magazine started publication
with Editor Agaz-uddin Qureshi

• Subrang Digest, launched in 1970

gained popularity

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 Urdu Magazines

• Followed by Pakeeza in 1971 with Mairaj

Rasool as Editor

• Hassan Nisar started his career as a journalist

from Dhanak Magazine in 1972.

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Urdu Magazines
• In 1982, Dosheeza, positioned as a family and fictional digest, emerged from
Karachi with Saham Mirza as its Editor.
• Other popular Urdu language magazines in Pakistan include Khawateen
Digest (1971), Kiran Monthly (1988), Hina Monthly (1979) and Mussarat
Digest (1982).

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 Children Magazines
• Hamdard Naunehal, published by
Hakim Said, started in 1953 and still
holds a large readership.
• Taleem-o-Tarbiat, established in 1961,
published by Ferozsons in Lahore,
became another popular magazine
for kids.

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Religious Magazines
With faith at the center of many individuals’ lives, it is hardly surprising that
there are hundreds of magazines dedicated to religious groups. Tarjuman ul
Quran, Turjuman ul Hadith, Iblagh, Al Islam are some known names.

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 Webzines
• Online magazines are enjoyed these days as the content
being more up-to-date and lively.
• Initially looked on as the death of the print, industry now
embraces it
• Place where print magazines can extend their reach and
survive when print versions end
• Unlimited space and opportunity to do things print
cannot like videos, blogs, music, podcasts, games etc.

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DIGITAL MAGAZINE
ADVERTISING

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The Importance of Digital Magazine Advertising

A digital magazine is an online

magazine. Digital editions have
the benefit of reduced cost to the
publisher and reader by avoiding
the time and expense to print and
deliver like a paper edition. This
format is considered more
environmentally friendly due to
the reduction of paper and energy
use.

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The Importance of Digital Magazine Advertising

● In recent years, we’ve seen a shift in advertising budgets from traditional methods to digital.
While print remains static, digital is dynamic and engaging. Digital magazines offer a
completely different experience for the reader with links, videos, interactivity, animations and
more.

● For publishers it’s a potential goldmine, not only charging for showing an ad but also for the
many ways the adverts are shown.

● The digital publishing industry continues to grow, offering a unique way to advertise. With a
digital magazine advert you almost tell a story as the page unravels itself. With a digital
magazine advert you can offer the audience an interactive experience with a hint of
exploration.

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Digital vs Print
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 Digital vs Print Advertising
● Within a digital magazine, you can create a content rich advertisement, which is guaranteed to
be more appealing than a simple image.
● With advertisements in digital magazines, a simple click can take you directly to the product or
service that grabs your attention.
● Not only that but digital magazine adverts are easier to track and can be filled with videos,
photos and many interactive features guaranteed to perform better than traditional adverts.

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 Advantages of digital advertising

1. Instant
2. Interactive
3. Easy to track
4. Flexible
5. Shareable
6. Less expensive

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REACH
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Reach of Digital Magazine

● Digital magazines have a significant reach on a worldwide scale and are not restricted by
regional boundaries. Readers are engaged as digital magazines offer a range of tools to
make your advert interactive
● Digital magazines have proven to be an extremely valuable platform for advertising. Ads
in digital magazines can be much more engaging than traditional print adverts or even
those found on websites
● In an online digital magazine, you have the ability to make an advertisement fully
interactive by adding video, audio, animation, web links and more. 3D Issue offers
outstanding advertising features.

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Digital Transition of Magazines
Digital disruption is raising fundamental questions

• Challenges and opportunities

• No shortage of consumer demand
• Multiplicity of alternative sources
• Their traditional position at the heart of
consumers’ lives is facing unprecedented threats

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Print -> Digital
• Global magazine publishing - annual rate of -
0.5%, from US$68.43bn in 2015 to US$66.62bn in
2020
• Newspapers, magazine circulation revenue will
likely fall particularly sharply (consumers favor
free content )
• The difficulty of monetizing digital magazines
means digital growth will not make up for print
losses
• Digital revenue will grow steadily, it will still make
up only 30% of total consumer magazine revenue
in 2020
• This reflects the fact that consumers have proved
reluctant to spend money on digital magazines,
and digital ad space costs far less than its print
equivalent.

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New strategic imperatives

• Diversification and Quality

• The need to respond outflow of advertising.
• Strategic cost reduction main focus
• Growing use of technology
• Publishers need multiple revenue streams to
survive
• Move into areas like video, events and paid-
for products.

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• Target customers in effective way
• People are still interested
• Attract new viewership
• Not loosing existing viewership
• Enhanced user experience

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Opportunities in transaction revenues and content marketing
Opportunity 1
• In Europe, more and more
publishers are offering per-article
micropayments
• Blendle, based in Utrecht,
• the Netherlands, launched an
English-language version in March
2016 with 20 high-calibre publishing
partners including The Economist
and New York Times.

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Opportunities in transaction revenues and content marketing
Opportunity 2

• Use of core strength – content

• Move towards content marketing business
• E.g.: Australia's 3 biggest newspapers set up their content marketing business .
• Trust equity that lives in their content and brands, and which may help to reassure consumers.

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Opportunities in transaction revenues and content marketing
Opportunity 3

• Targeting and marketing to potential

advertisers
• Away from business model – selling audience
demographics – in magazine portfolio
• This will attract potential advertisers

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Digital transition
of magazines of
Pakistan

Digital form

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 Digital transition of magazines of Pakistan
• Family Mag Urdu

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Digital transition of magazines of Pakistan
Global science mag

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Digital transition of magazines of Pakistan
newsweekpakistan.com/

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Digital transition of magazines of Pakistan
She Mag Pakistan
digital

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Digital transition of magazines of Pakistan
herald.dawn.com

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Some facts about digital magazine
• 91% tablet readers think that a digital
Digital Magazine
magazine costs more than a printed edition.
• 70% digital readers prefer a digital magazine
above average household 64%
due to features that the print edition cannot do.
• 88% of digital content are read via Apple,
Amazon, and Samsung devices. digital content 88%

• 64% people read digital magazines on a

monthly basis.
Digital Readers 70%
• Most of the digital magazine readers are
educated, young and come from above-
average households.
tablet Readers 91%

0% 20% 40% 60% 80% 100%

Digital Magazine

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 “With ever decreasing attention spans and even more
content available people expect a constant stream of
personalized engaging, short form content delivered
instantly, most of which can be consumed on mobile and
tablet.”

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 “Reading from print publications offers a memorable and
leisurely experience as you fold page corners to save your
favorite articles, tossing from page to page and digesting
slowly. However, the problem with this is that once you’ve
read it and tucked it away you’re likely to forget about it.”

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The beauty of digital publishing is that it makes it very easy to share
your favorite articles to spark discussions on social networks that
creates a much higher reader engagement, build community, and
access a lucrative wider audience.

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Print content still creates a unique premium feel
that digital content will always lack

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 Digital magazines provide realistic benefits.
The clearest benefit is the feedback that you get to help optimize your
products and content.
Analytics can show you what kind of articles and features are the most
popular, how much time is being spent on a page, how they interact with it
and how they share it.
This gives huge opportunities for a better understanding on what sort of
content to create, saving money and time to leverage that information in
building and maintaining readership.

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 Publishers need to think about what their digital consumer wants,
they need to create a point of difference between their various
platforms. Just like print, there are many creative opportunities that
digital brings
If your digital magazine is just an electronic version of your print
publication, you're wasting a big opportunity!

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 Services offered
Kindle Unlimited the service
includes over 1 million books and
any audiobook on Audible. You
can also read on virtually any
platform
The service costs $9.99 per
month, but can be tried 30 days
for free.
• Apple's Texture includes
access to somewhere north of
200 magazines
• Access costs $9.99 per month
after a 7-day trial.
• Zinio is more like a
conventional storefront.
• You pay for individual
magazine subscriptions
• individual issues
• potentially make it very
expensive
• The service claims to have
"6,000+" magazines from
around the world
• Magzter purchase model is
a-la-carte like Zinio,
• Magzter Gold, which costs
$9.99 per month.
• This offers access to over
5,000 magazines, as well as
"premium" articles from
publications
like Forbes and The
Atlantic.
• share their subscription with
up to 4 family members
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Advantages of Digital Magazine

Global Distribution Viral

Convenience for
Sustainability
reader

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The future of Magazines

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• It is no longer obvious that magazine content is
delivered in the format of a paper journal.
Although everyone still reads paper magazines,
most people are aware of the fact that the digital
era has its influence on the way magazines are
published and read in the future.

• Well, we live in a digital world so magazine

publishing should keep up with digital revolution
and modern readers.

• People don’t imagine their life without mobile

devices and apps. Everyone uses them and an
app is the best channel to communicate with
users, readers and customers.

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So yes, future of magazine publishing is going
to be digital. Online publishing gives huge
opportunities to read magazines in more
convenient ways and sell every (previous and
present) issues online.

The future of digital publishing in general is

widespread with opportunity, however, print
isn’t going away, but will continue to decline,
and likely level off at some point in the very
near future.

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• Even though most of the magazines are enjoyed online, the content
being more up to date and lively, printed magazines have a market
of their own.
• Their look and feel, the authenticity, accuracy and reliability of their
information supersedes any other media.
• One of the interesting aspects of a magazine on which its success is
dependent is the specific genre it represents in capturing a certain
target audience.

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Based on news and opinions, the industry is still
evolving, very slowly, and despite all appearances,
It’s not certain there’s a consensus on the magazine
industry in general. There have been some shining
stars among the traditional large print titles, and
some regional niche publications are doing well too,
but in general the overall trend in print is
downward, not upward. Digital continues to shift
from desktop to mobile while print is slowly shifting
towards digital.

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• - There is a reason there’s a paucity of digital magazines, and it has a lot to do with the
current state of digital publishing. In short, if you want to create such a product, the
current system makes it nearly impossible to do so. It is changing.

• -These issues will be solved. So far, it is assumed magazines are not dying, because we
can’t figure out how to replicate their core value proposition in the digital world.
Entrepreneurs, and even the big players in media, will sooner or later drive solutions that
resolve our current dilemma.

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• Today, the magazine sector may not appear to be profitable
business to many, with digital printing reigning high. However the
significance of print media and the accuracy cannot be denied.
Leaders and opinion makers still rely on print media and quote data
in newspapers and magazines.

• Their look and feel even today cannot be compared and even if it
digitalizes, magazines would still be considered to be medium of
retaining records for references.

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• Print will always have its place, but digital allows much more flexibility to reach
the audience on their terms. Its safe to say that print and digital will always co-
exist together, seamlessly being integrated into our everyday lives. We now live
in an ‘always connected’ world where consumers expect instant gratification,
and this is where print will struggle to deliver.

• As far as the future of magazines in Pakistan is concerned, we will slowly and

gradually get to digitalize but for now magazines still tend to remain a source
for information targeting different genres and cultures.

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Thank You
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