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Media Analysis The market opportunity for The Health Magazine is predicated on an inadequate supply of magazine/ newspaper publications addressing the health segment of the Russian-born population. At 120 publications, there are a multitude of media dedicated to the Russian-born market compared with 40, 15, and 12 ethnic publications targeted toward a representative sample of Spanish, Indian, and Chinese ethnic markets respectively. However, majority of Russian publications are mostly smaller sized tabloids with limited distribution capabilities. Most of the publications are local in coverage, are free, and are sold through local Russian stores, with 90% having 4,000 in circulation per week. Several publications are regional but again have limited distribution channels, primarily through local Russian stores, with 7,000 circulation per week.
Further, of the 120 publications, only 5 are magazines and derive the bulk of their revenue from advertising by Russian-operated businesses. Due to an inadequate understanding of the American business markets, most publications have not established effective marketing channels to attract advertising from American-operated businesses. Most of these magazines run 30-60 pages and are mostly local. Overall, the primary disadvantages of the current press industry addressing Russian-born people are:
• regional focus—not national
• readership from people living in the vicinity of local Russian stores only—limited distribution channels
• small circulation—inferior access to profitable advertising channels
• low level of professionalism—content not oriented toward profitable advertising channels
• advertising from Russian-operated businesses—inferior ability to access and attract advertising revenue from non Russian-operated businesses
• free magazines—lack of subscription revenues and recurring base of readers
Accordingly, the health conscious Russian-born market segment is well addressed by The Health Magazine. The Health Magazine is focused on accurately targeting profitable Russian-born readership groups, on improving the distribution channels and structure, and on capturing higher revenues from subscriptions and from better-positioned advertisers.
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