I spent part of my lunch break today looking at an electronic version of a major photography magazine. I say “looking at” because there was very little to read. I was astounded at how little content there actually was in the magazine, and amazed at how many advertisements there were. I don’t watch television and I use an internet browser that blocks advertising, so I’m not a very good judge of just how pervasive advertising is in our world, but as I flipped through the pages I couldn’t help but wonder what it was that I was actually paying for. I finally got to the point where I started thinking about writing this post and stopped reading the magazine.
Here’s a summary of what I found. Please understand that these numbers are approximate and used to illustrate a point. You don’t have to figure out which magazine I’m referring to and correct my numbers. If you do you’re missing the point:
- The magazine has 140 pages including covers
- The first actual article doesn’t start until page 32
- Over half of the pages (78) are full-page advertisements
- Only 48 pages had no advertising at all, but 4 of these were the intro and table of contents
Included in my “No Advertising At All” page count total were:
- 7 pages of “product news” that essentially contain short advertisements for products disguised as news
- A 10-page Advertising Feature that, surprisingly, had ads for other products mixed in
- A 2-page “article” about a new printer that looked suspiciously like a product brochure or press release
- A 10-page article about creating photo books that conveniently listed some companies that publish photo books
- A 4-page article about cloud storage with similar helpful links
To their credit, there were 3 feature articles that consisted of approximately 25 pages. Of course many of these pages had advertising on them, but many contained full-page photos.
I now remember why I dropped most of my magazine subscriptions a year or so ago. I tried a couple of my old favorite photography magazines in electronic versions because the price was significantly better than the paper version. They were tough to pass up at the teaser prices. But now that they are coming up for renewal they are wanting regular magazine rates again, and I just can’t see spending the money for something with so little content. I gladly pay for National Geographic and Lenswork as I feel that the content of those publications makes them worth the price I pay.
I used to figure that the advertising paid for printing the magazine and that my subscription fee paid for the postage to get my magazine to me and the publisher’s profit. But when my magazine gets beamed to my iPad electronically there isn’t much in the way of distribution cost. So who gets the money? I’m not sure, but I think I’ll hang on to my money, thank you very much.