Promotional Publications

As I flip through various issues of the widely recognized publication, Sports Illustrated, certain components of the magazine stand out to me. Most prominent of course is the reasonably consistent pages that appeal to a reader. In today’s day and age, marketing and advertising is crucial to a company’s growth and development. That being said, businesses and publications alike are strategically placing ads that appeal to a reader in their magazines that will generate a response.

After I learned I would be writing this blog, I gathered all of the Sports Illustrated issues laying around my house and also made a trip to the local high school library at which I work on occasion. Between the two, I was able to accumulate a hefty stack of issues sufficient enough to satisfy a Doctor’s office for a few months. I began to dissect the magazines page by page and quickly saw my expectations were accurate: Sports Illustrated directs its ads to young adults and athletes.

After close scrutiny, a reader could generalize that the ads in Sports Illustrated are directed towards the younger generations of our society. Empirically speaking, the ads typically appeal to readers who want to be “hip, stylish and trendy” while also maintaining an athletic appearance. In terms of gender, the ads are most certainly geared towards young to middle aged men. With repeated occurrences of ads from companies like Viagra, Gatorade and Nike, I believe it is safe to say that our target market is quite apparent.

In conclusion, Sports Illustrated is able to provide an interesting publication while also providing applicable ads that a reader can relate to. That being said, it can be concluded that the ads in Sports Illustrated are directed towards, but not limited to, young to middle age males that have an interest in sports and also directed towards an athlete of any age.

By: Josh Davidson, Business Major, IUPUC

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