Movie USA Seeks 'Untapped' Movie Market; the Title Takes on a Field Littered with Failures

By Mukherjee, Sougata | Folio: the Magazine for Magazine Management, August 1988 | Go to article overview

Movie USA Seeks 'Untapped' Movie Market; the Title Takes on a Field Littered with Failures


Mukherjee, Sougata, Folio: the Magazine for Magazine Management


Movie USA seeks 'untapped' movie market

Movie USA, a monthly film magazine that began regular publication in July, offers fresh competition for the popular monthly Premiere. But, as a free magazine distributed through more than 400 theaters nationwide, Movie USA faces a tough market littered with failures.

The new title's publisher, Surin Jung, was lured into the market by its sheer size--1.2 billion theater tickets were sold last year. Jung plans to reach a million of those moviegoers each month.

"We are going for the average moviegoer," says editor Janet Heidt. Whereas Premiere targets an educated and affluent audience, Movie USA focuses on the "untapped" market of general moviegoers. And because the magazine is free, moviegoers will be more receptive to taking it home for easy reading, Heidt claims.

With a print run of one million, the 36-page four-color July issue was distributed through five major movie chains covering 40 major metropolitan areas and 100 smaller cities. Theaters displayed the free magazine in lobbies on customized racks.

So far, a number of advertisers have embraced the project. Movie USA sold 16 ad pages in the July issue at a $19,750 one-time color rate.

Some agencies, however, question the high price. As a start-up venture, the ad rates seem expensive, says Michael Gross, vice president/associate media director at J. Walter Thompson. He points out that established magazines with a one million circulation, such as Self an Yankee, have nearly the same ad rate as Movie USA.

Heidt counters that the $19.75 cost per thousand falls well below Premiere's $31.67 per thousand. "We are having no problems selling space in our magazine," she says.

The history of such movie magazines, however, has not been positive. First came Movie Guide, introduced in July 1981 by Movie Guide Inc., Salt Lake City. The $1 monthly, featuring movie previews and articles about film production, sold primarily through theaters and had a rate base of 250,000. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Movie USA Seeks 'Untapped' Movie Market; the Title Takes on a Field Littered with Failures
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.