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THE WORKFORCE MANAGEMENT ADVANTAGE

The Value of Editorial                                                                         pdf version
Quality content is the single most crucial component of advertising success.

Regardless of the medium, no other variable holds more weight when delivering successful campaigns than strong content. If television shows aren’t watched, ads aren’t seen. If radio programs aren’t listened to, spots aren’t heard. Similarly, in the magazine world, if a publication isn’t well read, your advertisement just won’t work.

However, the strength of editorial quality can often be overlooked or clouded by the entirely different issue of audience. The right circulation is certainly important.

However, circulation statistics alone mean absolutely nothing if the product’s editorial isn’t compelling or relevant enough to drive real readership.

Questions to Ask:

  • Does the publication clearly understand its own editorial direction?
  • In seven words or less, what is the editorial position? What does it really mean?
  • Is the message insightful, current, relevant, useful and compelling?
  • Do HR professionals REALLY rely on it to make their jobs better? To increase performance? To take action and make decisions? To create results?

Answers from Workforce Management:

Workforce Management's editorial position is crystal clear--and holds extreme value for it's audience…HR trends and tools for business results. The Workforce Management reader knows that just improving the HR function is not good enough. Real value comes in improving the bottom line--how can HR be used to create quantifiable business results for the organization? Workforce Management identifies the emerging and relevant trends while providing specific tools to accomplish bottom line corporate results for our readers.

In this way, we empower HR to prove its merit through increased productivity, profitability and a measurable ROI.

Since 1922, Workforce Management has been repeatedly honored for exceptional quality in editorial. In fact, we have received more editorial awards than any other HR publication in the marketplace! Recently we’ve been awarded with the “Best Managerial and Professional Magazine” for 2002 by the Western Publications Association. Our website has been recognized by Min Media as a top 50 content product and was also honored with the title of “Best Community Center” in 2002 by the American Society of Business Publication Editors as well as a bronze medal for “Best Web Site”.

Looking for actual readers, not just recipients? Our readers rely on our editorial’s message to make their businesses better--and prove it by spending an average of one hour and nine minutes reading Workforce Management each month. Additionally, over 21% spend 2 hours or more monthly with the magazine--more than any other HR publication!

When seeking the pinnacle of editorial excellence in human resources, there is only one choice --Workforce Management.

Audience                                                                                               pdf version
Integral to your campaign's success is who is receiving AND reading the publication and, ultimately, your ad. Your goal is to maximize delivery of your message to those that both directly purchase AND influence the purchase of your product or service.

Title

Total Qualified

 Percent of Total
Presidents, Owners, Partners 6,071 11.9%
Vice Presidents and Assistant VPs 5,483 10.7%
Directors and Assistant Directors 10,707 21.0%
Managers and Assistant Managers 13,738 27.0%
Administrators, Supervisors and Officers 6,348 12.5%
Analysts, Specialists, Assistants & Coordinators 2,751 5.4%
Educators, Trainers 516 1.0%
Treasurer, Controller, Other Financial 421 0.8%
Consultants, Attorneys 761 1.5%
Others Allied to the Field 4,158 8.2%

Total Qualified Circulation

 50,954 100%

That’s where Workforce Management exceeds expectations. Workforce Management focuses on the buyers and influencers of HR products. As such, over 70% of Workforce Management’s audience is comprised of top-titled professionals from companies whose HR departments are actively seeking solutions. But Workforce Management doesn’t stop there…

Workforce Management delivers across the spectrum of HR titles focused solely on buying and influencing the purchase of HR products and services. As such, Workforce Management targets each member of the decision making team--across titles and functions--to maximize your exposure along the full-purchase process.

What's more, Workforce Management also facilitates delivery of your marketing message through multiple mediums to each of these decision-making team members--the only truly integrated audience in HR today. At over 180,000 buyers and influencers strong, Workforce Management has the greatest reach and most complete multimedia approach available in reaching true HR decisionmakers.

 User Value
User value is the way in which users interact with the media property. Fundamentally, it is the critical bridge between the editorial content and the audience. Why? Strength of editorial. Workforce Management’s content is a “must read” for real HR buyers. That’s why more people choose to pay for Workforce Management magazine, based solely on the editorial value of the publication, than ANY other HR magazine.

Questions to Ask:

  • How do HR professionals CHOOSE to interact with the content?
  • Is there even a choice to receive the magazine?
  • Have they chosen to receive the magazine ONLY because of the content or for SOME OTHER REASON

Answers from Workforce Management:

Human resource professionals integral to buying decisions are hard pressed for time. When they invest time to process job related information, they turn first to properties in which they have invested both trust and a chosen relationship. This relationship is another key element that truly sets Workforce Management apart in the HR marketplace. Every subscriber to Workforce Management actively chooses to receive Workforce Management content--increasing advertiser value through user “buy-in”.

Subscribers request Workforce Management

Subscribers to Workforce Management have either: Invested $59.00 to receive magazine or Taken the initiative to visit our site and opt-in for a trail subscription and online HR-related content