Does layout influence the sale of magazines in Malta?

Abstract

A lot of people buy a magazine regularly or from time to time, but often do not to consider why they opt for that particular publication instead of another which might also have similar content. This dissertation attempts to give an overview of what Maltese readership looks for when purchasing a magazine. Though the focus is mainly on the hypotheses that layout is a cardinal factor in the sale of magazines, audience and various design elements, are also studied. This dissertation clarifies other questions, such as: whether young people pay more attention to layout while older persons are more influenced by the content; if people with a low/high level of education opt for magazines with elaborate/simple layout; and if (in relation to layout) foreign magazines in Malta sell more than local ones; and if this is the case, why. To obtain reliable conclusions a triangular research was undertaken: Interviews with two different local magazine designers; a layout comparison between 2 local magazines and their foreign counterparts; and a questionnaire for magazine readers distributed through various newsagents round Malta and Gozo. All of these together helped to prove that the Maltese market is not aware of the importance of layout, but is nonetheless influenced by it.