Photo Plus
THE INDEPENDENT MAG FOR CANON PHOTOGRAPHERS
Positioning
PhotoPlus is the only monthly magazine dedicated to Canon digital SLRs, making it a ‘must read’ for serious amateur photographers who want to get more from their Canon SLR and accessories. The jargon-free, beginner friendly approach is also perfect for people who have upgraded to their first digital SLR from a compact camera, or who have upgraded to digital SLRs from film SLRs.
Background
PhotoPlus was launched in September 2007. Digital SLRs remain the most profitable (and fastest-growing segment) of the digital camera market, and there is also a significant after-market in SLR accessories, such as lenses, memory cards and tripods.
Canon remains the market leader for consumer digital SLRs in the UK, Europe and USA, so the magazine’s ‘Canon only’ USP appeals to a significant and growing user base. 97% of PhotoPlus readers own Canon kit, and the magazine released an debut ABC of 25,161 (July-December 2007).
Profile
A friendly but aspirational cover and cover-bag policy shouts out the magazine’s ‘Canon only’ credentials. Reader interaction is key to PhotoPlus, exemplified by our innovative and hugely popular ‘Apprentice’ feature, where a reader spends a day with a pro-photographer. The magazine’s mantra is ‘capture, edit, share’, so as well as photographic techniques, we devote a significant chunk of the editorial to photo editing and sharing (via Photoshop and Photoshop Elements tutorials).
Every Photoshop tutorial in the magazine has a corresponding video tutorial on the PhotoPlus Video Disc, presented by the team, along with bonus video guides to specific Canon cameras. We also offer plenty of buying advice via our ‘Help Me Buy’ section – where we help a reader choose specific kit – and a nine-page Super Test.
The section that kick-starts the magazine. A reader spends a day with a pro, improving their skills in a specific genre – eg, wildlife and landscape photography, portraits and sports. No other photography magazine devotes so much space to this kind of reader experience, and the readers love it.
Cover Feature
A lavish, 12-14 page special that helps readers to develop their photographic skills in popular areas. We try to keep the appeal as wide as possible, so topics have included ‘Top 25 creative SLR effects and how to achieve them’, ‘Master your SLR in 24 hours’ and ‘45 all-new photo skills’.
Skills/Cover Disc
This section is dedicated to Photoshop Elements and Photoshop tutorials (Mac and PC) with corresponding video tutorials presented by the team on the Video Disc. We also cover the free software that comes with Canon digital SLRs (Digital Photo Professional) and include introductory video guides to popular Canon SLRs.
Gear
This section includes Help Me Buy, where we help a reader choose specific kit, plus new product reviews and a major product group test. There is also a comprehensive buyers’ guide based on previous product reviews, so readers can quickly check out the best gear to buy.
Readership demographics
- Male: over 87%, with average income above national average
- Average age: 49, one in five retired
- 97% own Canon cameras, and nearly half are in their first year of digital SLR ownership.
Readership profile
PhotoPlus’s reader is expected to be a beginner to intermediate digital SLR user with intermediate knowledge of PCs. Some 44% own a Canon EOS 400D and on average own three lenses per SLR. Over half intend to upgrade their SLR this year. Readers of PhotoPlus want to make the most of their Canon SLR and are hungry for Canon-specific tips and creative inspiration.
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