Media Meditation #3 (Skiing Magazine Gear Guide 2010)

Skiing Magazine is affiliated with Bonnier Corp. which also partners with Ski Magazine, Snow Magazine, Warren Miller, and Nastar. The print edition of Skiing's September 2009 issue, titled "Gear Guide 2010," gives the magazine's opinion of the best skis of 2010 for all various ability levels of skiers. The skis are displayed by category, with a brief description explaining the pros and cons of each ski, along with statistics measuring the ski against competitors on dynamics such as stability, versatility, forgiveness, etc. Readers can even go online to read reviews of the skis or just to compare them a the click of a button.

http://www.skinet.com/

http://www.skinet.com/skiing/image/2009/07/gear-guide-2010



A key persuasive technique used in this magazine is scientific evidence. From the statistics and comparisons of the different skis, to new innovative ski designs that are breaking down barriers, this mag tells it all. Another technique that is coupled with this is testimonial. They interview people who have demoed the new skis, both professional skiers and not, to give the reader an idea how the ski handles before they go buy it. By using these two techniques together they double the persuasive outcome, in that a lot of people will trust scientific evidence, and even more will if someone creditable backs up that scientific evidence with personal experience.

Another key element to study when analyzing this magazine is ownership. Seeing that these prominent ski magazines, ski films, and race programs are united under Bonnier Corp. it's easy to see why each company is so heavily advertised on one another's magazines, films, websites, etc. They use all their different mediums to reach different audiences and acquire customers through various means instead of just one form of media.