Korean magazines should establish a solid concept, backed up with data and insight

Kim ()

Consumers nowadays are blessed with diverse, creative and fun content offline, such as books, magazines, newspapers, and are getting used to online content as well, which is accessible anytime and anywhere, and is more dynamic, interactive, and up-to-date.

Ultimately, success depends on the quality of the content, not on which platform you use. If something new comes out, the existing thing feels threatened. What it really matters, is how great the content of the magazine is. People who are creative, innovative, full of ideas and passion often make that happen. 

The lectures at Kaya School of Magazine provide the solid grounding to those who would like to be professionals in the magazine industry. There are specialists from diverse fields who teach students not only how to create a magazine, but how to combine what they learn at Kaya School with their own experiences and philosophies, to make their content relevant. 

It is important for students at Kaya School of Magazine to know in which direction we, as individuals in the magazine industry, should head for. Technically, the magazine industry in Korea has learnt and practiced styles and techniques in creating magazines acquired from other countries with a longer history of publishing magazines. However, the magazine industry in Korea must put more effort into this, taking a logical and statistical marketing approach.

Unlike the internationally renowned magazines that have a clear concept and objective, the magazines in Korea are rather fragile in setting the clear concept and objectives. This leads to a lack of understanding between team members when planning and creating a magazine and can create unnecessary disputes along the way. For the future specialists in the magazine industry, it is important to stress the significance of establishing clear concepts and goals based on a logical data and relevant evidence in order to create excellent content that will attract people’s attention.

To do that, we must also look at and learn from the advertising industry. There is always a message that the advertiser wants the audience to catch, this is a fundamental differentiator. Advertising companies do market research in order to establish a solid concept, which is based on data and insight. They work with team members, following proper procedures agreed by all.  Korean magazines need to follow this discipline too.

A magazine is not only a book or means of media, but also the product, brand, and means of communication. As other products, services, and brands stress the fundamental differentiator to persuade audiences, the creators of magazines must do the same. Ads are full of effective persuasion techniques that draw the audiences’ attention and sympathy – they communicate with them. It is surely worth learning these techniques for magazines to achieve this success. A magazine is not the media to ‘show’ something anymore, but rather the media to ‘express’ the intentions.   

The Kaya School of Magazine was established to contribute to the advancement in the magazine industry and to educate people who have a passion towards magazines. Anyone with an interest in magazine journalism and magazine industry can apply for the course.

For more details about the course go to Kaya Media’s website or FIPP’s website.

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