Press marketing
Press marketing is the collective term for all marketing activities of a press publisher.
In contrast to books, press products are periodical printed products ( periodicals ) that usually have an ISSN (International Standardized Serial Number).
Press marketing comprises three levels:
- Marketing in the recipient market (audience or specialist audience)
- Marketing in the advertising market, for advertisements, inserts, tip-ons, bound inserts and other forms of advertising
- Marketing in the area of rights and license sales, i.e. the exploitation of content (reprint) and design concepts
Depending on the genre, there are different tasks. Newspapers should report daily or weekly about news and different topics. Compared to newspapers, magazines are of higher material quality (especially higher quality paper, bookbinding processing) and have different orientations according to their content and objectives. Generally divided into two popular magazines that appeal to a wide, general audience interested, and journals (FI title) that require much further for creation and use of expertise.
In addition to these two categories, there is a large number of free and distribution sheets, member magazines, loose-leaf compilations, calendars, etc., which also have an ISSN.
Individual evidence
- ↑ Cf. Breyer-Mayländer, Thomas: Vom Presseverlag zum Medienhaus, Wiesbaden: Gabler 2014, p. 3ff .; Hillebrecht, Steffen: Marketing for press publishers, 3rd edition, Münster: LIT-Verlag 2015, p. 7ff .; Wirtz, Bernd W .: Media and Internet Management, 8th edition, Wiesbaden: Gabler 2013, p. 176ff.
- ↑ See Martin Gläser: Medienmanagement, 3rd ed., Munich: Vahlen, p. 152ff .; Steffen Hillebrecht: Marketing for press publishers, 3rd edition, Münster / Westf .: LIT 2015, p. 12ff.