Magazines

1
Magazines

• Denmark

2
Choice of magazines

• 3 weekly magazines which are directed towards
  adult women (the weekly circulation in the
  brackets)
• Alt for Damerne (83.515)
• Femina (78.179)
• Hendes Verden (53.379)
• All 3 were selected

3
Choice of magazines - 2

• 4 weekly magazines which are directed towards the
  family
• Familie Journalen (231845)
• Hjemmet (172128)
• Ude og Hjemme (175751)
• Ugebladet Søndag (98503)
• We selected the most popular and the most
  advanced

4
Alt for Damerne(All for Ladies)

• Is the most popular weekly magazine for adult
  women
• The official profile of the reader (from the
  website)
• The typical reader is
• An active woman both at work and in leisure
• Engaged
• Curious
• A homemaker with a busy social life and
  practicing hobbies
• Socially minded
• Loves travelling
• Visits the cinema, theatre, exhibitions and cafés
• Age 20-50

5
Alt for Damerne 2(All for Ladies)

• Analysis
• Women and work?
• Very few articles and only about role models!
• Nothing about daily problems
• ICT is not a subject with its own column/section
• Very few web references provided after articles
• No e-mail address to any journalist phone
  numbers only!
• The adverts
• Web address on less than 10 of articles

6
Alt for Damerne 3(All for Ladies)

• Sub-conclusion
• The magazine is aimed at readers who are
• Active Engaged and Curious, with a busy social
  life and Socially minded
• There is nothing about
• Modern lifestyle (excluding fashion)
• Problems and social issues
• The nitty-gritty of womens real day-to-day lives
• The use of ICT

7
Femina

• The official profile of the magazine (from the
  website)
• We have written for women since 1874
• It is a modern weekly magazine with
• Fashion
• Home
• Interior design
• Tips and lots of inspiration
• Food easy and healthy

8
Femina 2

• There was 1 article about a freelance woman and
  her hard work
• In the oldest magazine in our selection only one
  advert contained a web- and e-mail address
• In the latest issue of our selection some of the
  agony-aunt columns have obtain an e-mail
• ICT is certainly not a subject and there had
  only been a slow evolution towards focus on the
  e-world during the examined years

9
Femina 3

• Sub-conclusion
• The magazine wants to be a modern weekly magazine
  with e.g.
• Tips and lots of inspiration
• There is nothing about
• Modern lifestyle (excluding fashion)
• Problems and social issues
• The nitty-gritty of womens real day-to-day lives
• The use of ICT

10
Hendes Verden(Her World)

• The official profile of the magazine (from the
  website)
• The point of departure for editorial content -
  the interests of the reader
• Health and well-being
• Home and garden
• Food and parties
• Fashion and beauty
• Needle work
• Baby
• It is the preferred weekly magazine of active
  (working) women who also represent the bulk of
  consuming households

11
Hendes Verden 2(Her World)

• Contains a weekly column Computer and Net tips
• In the 1st year the column provided basic help on
  how to use the PC
• It gradually developed from PC-tips to providing
  Web-tips as its main content
• The computer tips ranged from
• Very easy
• printing a word on a piece of paper
• Advanced
• Colour channels in Photoshop works just like your
  lenses on your mirror reflex camera
• The net tips cover the areas from pure
  inspirational web-pages to references to
  web-shops
• Throughout all the issues the starting point is
• you have a PC and an internet connection here
  are some good ideas for your use of it!
• Lots of web addresses and e-mails to the
  journalists

12
Hendes Verden 3(Her World)

• Sub-conclusion
• The magazine wants to cover the interests of the
  reader and aims at the active (working) woman
• There is nothing about
• Problems and social issues
• The nitty-gritty of womens real day-to-day lives
• BUT
• They use ICT, e-mail, web references, Tips on
  many levelsobviously things that the active
  woman is interested in

13
Sub-conclusion

• Magazines for adult women
• Span from practically nothing about ICT to the
  view that ICT is a normal part of daily life
• Strong women role models are, off course,
  portrayed as using ICT a lot
• ICT is only interesting when it is useful in the
  ladies daily lives
• The older journalists apparently dont know how
  to use ICT
• When a standard column gets a new editor the
  persons e-mail address suddenly appears

14
Magazines for the Family

• The most popular and the most sophisticated
• Familie Journalen 231.845
• (The Family Journal)
• Ugebladet Søndag 98.503(The weekly magazine on
  Sunday)

15
Familie Journalen(The Family Journal)

• The official profile of the magazine (from the
  website)
• The most sold weekly magazine in Denmark
• The overall aim is to fulfil the needs of our
  readers
• In 2004 they regretted that they were unable to
  send or receive e-mails

16
Familie Journalen 2(The Family Journal)

• 2004 1 e-mail address (private) to 1 journalist
• 2005 column with Useful on the net and e-mail
  addresses for the editorial staff, and off
  course, for most of the agony-aunt columns
• 2006 by now most of the adverts contained web
  addresses
• Women and work is not a topic covered

17
Ugebladet Søndag(The weekly magazine on Sunday)

• The official profile of the magazine (from the
  website)
• 12 pages about food
• 16 pages with crosswords
• 8 pages about TV
• 4 pages spotlight on culture
• 4 pages about travel
• Is for the adult woman who seeks
• Challenge
• Inspiration
• Entertainment
• By tradition it is a family magazine though
  they try to cater especially for women

18
Ugebladet Søndag 2(The weekly magazine on Sunday)

• E-mail addresses to all journalists, and to the
  chief editor, printed in bold types. No phone
  numbers.
• No articles on ICT directly but terminology
  from the ICT-world is broadly used here is an
  example from an article about a woman who got
  fired and then took a new education
• I became a new person. It was like installing a
  new programme on my computer
• The articles on women and work are all about
  strong women, who succeed despite difficult
  conditions i.e. role models!
• Role models used are often women with a creative
  mindset and who think different/alternatively!

19
Conclusion

• The bulk of magazines aimed at women span from
  magazines with practically nothing about ICT
  (i.e. Alt for Damerne), to magazines where ICT is
  a natural part of the terminology (i.e. Ugebladet
  Søndag)
• None of the magazines have ICT as a central theme
• None of the magazines have anything on ICT- or
  Internet-security
• Occasionally the women are encouraged to learn to
  use ICT, mostly by learning from their kids
• ICT is in most cases treated as a natural part of
  every day life
• ICT is at the very least seen as making life a
  bit easier!
• In most of the magazines there seem to be a slow
  development from the older staff that dont use
  ICT to the newcomer journalists that do!
• Adverts gradually have more web-references over
  time
• The subject Women and work/career appears
  occasionally and when it does it focuses on role
  models!

20

• Any Questions?

21
Had we more time

• It could be interesting to discuss WHY Denmark is
  ranking number one

http//www-05.ibm.com/dk/news/pressepdf/EIU_e-read
iness_2007.pdf
22
Drivers for the implementation of ICT into daily
life

• Connectivity and technology
• Infrastructure
• Business environment
• Social and cultural environment
• Legal and policy environment
• Government policy and vision
• Consumer and business adoption

- What is the importance of the women with regard
to this? - How much influence do they have?
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• Thank you for your attention!
• Kenneth Reimer