ものの見せ方

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R25、ご存知ですか?
首都圏で配布されてるフリーペーパーです。
ターゲットは20~30歳代の男性。
毎週木曜日発行です。
女性向けのL25もあります。
みんな、読んでね☆

====ここまで広告====


手前味噌的になってしまうんですが
(別に俺が作ってるわけじゃないから普通に褒めればいいんだけど)
R25の広告の見せ方は中々うまいなと。
って言うか他の雑誌をあんまし見ないからか、
とてもこれがすごく感じてしまったわけで。

って、今見たら分かったけど
各コーナーにスポンサーが付いてる感じなんかな。
例えば今読んでる2007/05/24→05/31号やと
サッポロビールのコーナーがあったり、ROOTSのコーナーがあったり。
あ、ドラゴンボールのくじはちょっと違う感じかな。

でもやっぱり、
記事と一体化するように、
「どこからどこまでが記事ページで
どこからどこまでが広告ページなのか分からないようになってる」
って形はうまいなと。
結局なんだかんだで四十数ページ全部読んでしまうわけやね。
やられた。


広告と言うものはそこに載ってること自体に意味があるわけじゃなくて
人の目に止まって、さらにはそこから行動に移ることに意味があるわけで。
そういう意味でまず目に止めて読ませようとする
この書き方はいいなって思う。
広告さえも、記事と同じように何らかの情報量を持って
面白く読めるのであれば。
それは広告ではなく既に記事と同じなのかも。

毎号読みたいんだけど、柏にはなかなか置いてない・・げろげろ。

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コメント(241)

> 「どこからどこまでが記事ページで
> どこからどこまでが広告ページなのか分からないようになってる」
> って形はうまいなと。
ふむふむ.
あと重要なのは,「その宣伝が,広告主にもし突きつけられたとき,その広告主が心から喜べるかどうか」やと思う.
この部分が抜け落ちると「一体化」は「迷惑」でしかない気が(というか,「一体化」をいかに見破るかといかに見破らせないかのいたちごっこ?).

以前読んでたPC系の雑誌にも、同じように広告と一体になった記事が載ってたことがあった。
でも、どーせ都合の良いことばっか書いてるんやろ? って何となく胡散臭い印象を持った記憶があるなぁ。

まぁ、情報誌とPC雑誌では求めるもの(というか読む側の姿勢?)がちょっと違うのかも知れへんけど。

>へいさん、かみや
おー、見方はやっぱり色々やなぁ。
なるほどなるほど。

恐らくR25のような情報雑誌の場合、
コンテンツはなんでもええねんな。
別に企業の宣伝じみてようが、
それなりに面白い雑学でも載ってればそれで満足と。
(ROOTSの場合、コーヒーのトリビアみたいなんが載ってた気が)

へいさんの言う「心から喜べるかどうか」
かみやの言う「求めるもの」
は人によって違うのはわかるけど、
媒体が雑誌である以上、宣伝混じりでも
読んで得られるところがある(それこそ他の記事と同様に)
ページになってれば、俺は歓迎したいな。
「これが知りたい!」
と思って読むのではなくて、
「何となく色んなことが知りたい」
と思って読むのが雑誌やと思うので。

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