And last but not least, to John Williams for all the love, affection, and support.
EXCERPT:
3.2 Segmentation Targeting
We can not treat photography magazines, but not before some detail the concept of segmentation. For Mira, the segmentation of the magazines is the result of what David Harvey calls a comprehensive manner, "flexible accumulation", ie, the new model that gradually replaced the Fordism after the crisis 1973 oil. "The years of crisis ensejariam technological innovations, financial, organizational and marketing, all aimed at easing" (MIRA, 2001 p148). This is the complete opposite of the production designed by Ford, from the early twentieth century. The Fordism was slow, heavy, structured and was based more on production for large masses on a large scale. With the relaxation, it would be possible to meet more specific demands.
The segmentation process in the area of \u200b\u200bserials, however, will only occur in a systematic way from the early 90's when there's a huge increase in acceleration and the number of magazines. "A veritable avalanche of publications packing the stands. In the Brazilian market was talk in 1997 of at least 1130 different titles. The same applies, as we know, in countries around the world "(MIRA, 2001, p. 213).
Marília Scalzo said the most common types of segmentation are given by gender, age, geography and theme. And within those cuts, you can still see the "Segmentation Targeting"
For example, from the audience of parents of children, it is possible to produce magazines for parents, for mothers, for mothers of babies, for mothers of twin babies, for mothers of babies twins who live in Sao Paulo ... You can expand and narrow your list to get to very small groups - and if we go to extreme to reach each individual. (SCALZO, 2003, p. 49)
In the world of magazines surveyed, it is remarkable diversity of types and target audiences, and this nuance can be noted clearly. There are magazines to black and white photograph ( B & W is an example), magazines for amateur photographers (like Super Photo Practice ); magazine for professional photographers (as NDP ), magazines that highlight the photographic equipment (such as Shoot Better ); magazines about photography as a form of expression (as Camera Swiss); magazines on photography theory (the academic Images is edited at the University of Campinas), magazines for collectors of photography (the Focus U.S. focuses its efforts in that type of player), magazines for entrepreneurs in the business of photography (as Fhox or Photos ); etc.
"Magazines have the ability to reaffirm the identity of specific interest groups, often functioning as a kind of card access to them" (SCALZO, 2003). In the world of photography magazines is no different: each one establishes himself as a kind of interest of a reader, even if the universe photo-loving-you-buy-magazines is not as large or comprehensive as other genres Publication as female or male teen. Or even that is not comparable to other market segmentation and business magazines or sports. Even less concerned, the market for photography magazines shows that the segmentation can be the key for success in the commercial world of magazines.
But it is important that the public journal that addresses a potential consumer has. "Before the market, where were the women, blacks and retirees? Of course, they existed but had not expressed his difference from other segments. "(MIRA, 2001, p 214)
Moreover, we must" understand what are the trends that are emerging and which ones may be reflected in new titles "(SCALZO, 2003, p.50). Well, of course, must have a publication, and advertisers, readers that support it in this world of newsstands jammed with titles and signatures increasingly advantageous to the consumer.
On December 9, 2009, I graduated journalist. Without these luxuries diploma (which only comes on 23 April), I actually graduated (and footnote 10) to appear before Board of Assessment - made by my supervisor Prof. Ms. Santos Osvaldo Lima and teachers invited Prof. Dr. Myriam Del Vecchio and Prof. Ms. Paulo Henrique Camargo - the work of completion Three by Four: Revista Brasileira Focus Photography. Thanks again to all who accompanied me on this slow and difficult journey, 2009. And those, by far, cheered for me. Still not sure what to do when receiving my diploma, but I know that prepares 2010 delicious surprises, surprising news, a lot of change, joy, prosperity and new air. Everything needed.