Marketing Assessment of the Magazines in Bulgaria towards 2016

Gergana Marinova ()
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Gergana Marinova: University of National and World Economy, Sofia, Bulgaria

Ikonomiceski i Sotsialni Alternativi, 2017, issue 2, 119-126

Abstract: Digital media is without a doubt fastest growing forms of media in the 21st century. With their ever expanding reach, print media�s biggest competitors are quickly making the old guard obsolete. This article deals with some of the worst affected traditional forms of content delivery � magazines in the Bulgarian market � and tries to find answers to this topical issue. The aim is to evaluate the marketing effectiveness of magazines in Bulgaria up until 31 May 2016. The methodology used in course this study is as follows: an extensive list of magazines was compiled and each magazine was asked to provide the year its first issue was published, the number of issues published per year, its circulation and readership profile. A significant portion of the data was also collected from portfolios available on the websites of the media in question. 271 print magazines, which were divided by subject matter into 14 groups. A total of 142 magazines from the different groups provided information on the year their first issue was published. The magazines were divided by frequency of publication into 2 groups: 1-4 times a year (79 titles) and 5-12 times a year (190 titles). For 2 of the titles, it was not established how often they are published. For the �average readership per issue� criterion, a total of 36 magazines responded. For many of them, there was a substantial difference between readership and circulation. Summaries were also made on the basis of readership profile. The total circulation of magazines whose subject matter made them suitable to be categorized in any group was summarized separately. With 271 titles on the Bulgarian market, it appears that the relation�ship between publishers and advertisers has not ended yet. Readers vary by gender, age, income, education, etc., but the publications have proven themselves to be a source of information in different areas for millions of readers. These traditional marketing channels still exist thanks to consumers willingness to obtain quality content.

Keywords: media; print magazines; readership; circulation; readability (search for similar items in EconPapers)
JEL-codes: N23 (search for similar items in EconPapers)
Date: 2017
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