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Advance Publications Interview
Questions

30 Questions and Answers by
| Rachelle is a job search expert, career coach, and headhunter
who helps everyone from students to fortune executives find success in their career.

Question 1 of 30

How would you increase magazine subscriptions in an online-centric world?

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Advance Publications Interview Questions

  1. 1.

    How would you increase magazine subscriptions in an online-centric world?

      In a world immersed in online content, the hiring authority would like to know how you would capture the interest of new magazine subscribers. It's important to note that Advance Publications owns Conde Nast, another mass media magazine publisher. Discuss one idea you have that would help print subscriptions to stand out in an online world.

      Rachelle's Answer

      "Print media is still very relevant, especially when a publication attracts a particular niche. In an online-centric world, I would place focus on the nostalgia that comes from reading your favorite magazine, along with the fact that Advance Publications and Conde Nast have been trusted magazine publishers for many generations."

      Rachelle's Answer

      "Many people love the offering of traditional magazines such as the advice column or the inserts that are fun to flip through. To increase magazine subscriptions, I would focus on those offerings, that are not as convenient with online methods."

  2. 2.

    What drew you to Advance Publications?

      This question is similar to 'Why do you want to work here?'. To answer this question effectively, it's essential that you have reasoning that is specific and will stand out from other people competing for this role. Giving a general answer such as, 'You have a great workplace culture' could potentially disqualify you from winning the position. Show the interviewer that you have done your research on Advance Publications by coming prepared with some compelling reasons to work for them.

      Rachelle's Answer

      "I have been following Advance Publications since your acquisition of Turnitin; one of my favorite tools while attending university. I was fascinated to learn that your company has been family-owned since 1922 and I wanted to learn more about how one private company could become one of the world's most powerful media powerhouses; fully dominating the news, television, film, and print industries. Being an ambitious media professional, it makes the most sense for me to pursue a career with the best our industry has to offer."

      Rachelle's Answer

      "Initially, I was drawn to your mass media company because of your sheer expertise in all branches of media, including newspaper, television, digital content, and magazines. Advance Publications is known to be a stand-out in the media world, and well respected. I also appreciate that you have pivoted from print only to embracing digital so seamlessly, genuinely accepting change since your original inception in 1922."

  3. 3.

    What do you expect to be the most significant trend in publishing this year?

      When you come to an interview prepared to discuss industry trends and happenings, you are showing the interviewer that you have done your homework on Advance Publications and that you have a vested interest in what they are achieving within their market. There is no real right or wrong answer here; as the interviewer just wants to know that you have done some research on the industry. So long as your response is intelligent, the interviewer should be happy with hearing your insight.

      Rachelle's Answer

      "From what I have read, the most significant trend in publishing is meeting the increasing demand from audiences to have their publications available through a variety of mediums. With a huge number of entertainment options available to consumers these days, it will be essential for publications to continue exploring multiple mediums. For instance, it's excellent that Advance Publications has made content available across many digital platforms."

      Rachelle's Answer

      "Independent and new authors who are publishing onto alternative mediums such as Wattpad is one topic that has grabbed my interest. I understand that traditional publishers enjoy searching out for new authors on these platforms because it leads them to the authors and also their loyal readers. I believe we will see many more emerging authors discovered from online writing platforms like this."

  4. 4.

    What methods do you use to determine winning advertisements from the advertisement flops?

      The hiring authority is looking to see if you can readily identify what separates a winning ad campaign from a flop. When answering this question, try to take a more technical approach, discussing the tools you use to mine and analyze data, for instance. The interviewer will want to see your ability to think critically and pivot when needed.

      Rachelle's Answer

      "To prevent total advertisement flops altogether, I lean on A/B testing. I believe many answers can come to the surface when you take the time to test a few ideas and then measure the performance of each ad against each other. I rely heavily on data, but also make sure to compare the results of different channels, as one campaign may work very well on social where another will not."

      Rachelle's Answer

      "In my current role, I have pre-determined benchmarks for KPIs such as click-through rates and quality of acquired leads. Looking at the data surrounding these targets will help me to understand better if an advertisement is a win or a loss. When an ad appears to be a flop, our team will pull it right away and give a further push to the one that is performing up to expectations."

  5. 5.

    Have you ever managed or helped with a content budget? If so, what type of budgets are you accustomed to working with?

      Before your interview, take some time to gather data related to the budgets you have worked with, and the times when you have come in under budget. This way, you will be prepared with specifics when asked about your budgetary experience.

      The interviewer wants to see that you have great insight when it comes to being budget conscious. Appropriate planning is one of the keys to a successful project, so be sure to discuss the steps that you take to plan a project's dollar spend carefully.

      Every dollar counts, even if you are working for a massive company like Advance Publications! If you do not have experience in budget management, refer to the fact that you are responsible and resourceful.

      Rachelle's Answer

      "Most of the budgets that I have worked within spread amongst a variety of digital production and creative costs. I have worked on budgets as small as $5,000 and as large as $15M. No matter the size of the budget, it's incredibly important that every dollar is treated as though it's my own; being wisely allocated and accounted for."

      Rachelle's Answer

      "Although my experience does not yet include budget management, I have made recommendations on cost savings when it comes to content writing, video production, and talent acquisition. I feel that with the right training, and some more work experience, I will be ready to assist with content budgeting in no time."

  6. 6.

    Describe to me the types of digital media you are most experienced with.

      There are a plethora of digital media forms today, and the interviewer would like a breakdown of the ones with which you are most familiar. Some types of digital media include images, video, gamification of many kinds, social media, websites, online channels, and more. Speak to the forms of digital media you are most experienced with while being sure to address the types listed in the Advance Publications job description.

      Rachelle's Answer

      "In my current role, I work primarily with online channels such as YouTube and IGTV, creating video content. I also have experience working on projects related to gamification ads. I saw in the Advance Publications job posting that you were looking for someone with in-depth knowledge with IGTV and Insta Stories for marketing. I would rate my knowledge in this area an 8 out of 10, leaving me very confident that I would meet your requirements."

      Rachelle's Answer

      "While completing my degree in Digital Marketing, I learned a great deal about digital media production and design for video and web platforms. Most of my experience is with creating compelling video ads, and shorts for use online and on social media."

  7. 7.

    What are your 3 favorite forms of entertainment?

      The interviewer would like to know the types of media and entertainment that you enjoy consuming regularly. Talk to the interviewer about your favorite forms of entertainment and be sure to include why they are your top choice.

      Rachelle's Answer

      "My favorite forms of entertainment have always been magazines, podcasts, and celebrity-based news. I have always wanted to become a gossip columnist and find that these forms of entertainment spark my creativity and keep me informed on trends in the media."

      Rachelle's Answer

      "There are so many great forms of entertainment media available to us. I am more traditional and would say that my favorite forms still include print media, documentaries, and podcasts that focus on economics and business."

  8. 8.

    Name for me one effective method for driving audience engagement in the television industry.

      The interviewer wants to see that you readily have insight when it comes to audience engagement in the television industry. Advance Publications is all about leveraging multiple channels to drive engagement. Discuss one approach you would take for increasing audience engagement if you were the successful candidate.

      Rachelle's Answer

      "If given the opportunity to drive audience engagement for Advance Publications, the first place I would look is where your target audience spends their most time, which I believe to be Instagram. I would create a unique hashtag along with a contest for free tickets to a release party or another coveted prize. I would use the opportunity to create a conversation around Advance Publications latest television show or another exciting release."

      Rachelle's Answer

      "I believe in a multi-channel approach, so I would begin by collaborating with Advance Publications social media and digital departments to make engaging 15-second videos, like a series of teasers, for publishing on IGTV, YouTube, and other social networking sites where video content is king."

  9. 9.

    Do you have a well-established network of contacts in the media industry? If so, how did you go about building this network?

      The hiring authority at Advance Publications wants to see that you are actively involved in pursuing a healthy and well-networked career within the media and entertainment industry. Discuss what you do to network, to get your name 'out there' and to meet new and exciting people. Show that you are social and interested in building a life-long career within media and entertainment.

      Rachelle's Answer

      "I have been in the media industry for eight years now and make a point to attend at least a couple of industry events every month. It's my nature to open up a conversation with people new to me, as I am curious about their career path and their connections. The first gig I ever landed in the industry was through networking, so I am a big believer in the impact of building a robust network."

      Rachelle's Answer

      "I was able to get my foot in the door for this interview at Advance Publications by letting people in my network know that I was seeking out new opportunities. It certainly helps to have a secure network when passively seeking new career paths. I build my network by nurturing relationships through trust, connecting regularly, and staying involved in events throughout the year."

  10. 10.

    What is the most important KPI for an advertising client?

      Advance Publications owns many media platforms which are highly popular with advertisers. Advertising clients look at a multitude of KPIs when they invest in advertising efforts. When it comes to digital, some crucial factors are:

      - Click-Through Rates (CTR)
      - Cost Per Action (CPA)
      - Conversion Rate
      - Customer Acquisition Cost (CAC)

      ...and many more! Then, when it comes to print or traditional advertising, the KPIs change slightly, and there is more focus placed on things like response rates. Discuss with the interviewer what you believe to be the most important KPI for an advertising client.

      Rachelle's Answer

      "I believe that the most important KPI for an advertising client is the Conversion Rate. The entire reason companies launch advertising campaigns is to gain a larger customer base. Other KPIs are significant; however, I believe Conversion Rate to be the most important one."

      Rachelle's Answer

      "In my opinion, sales revenue it the true indicator of an advertising campaigns efficacy. Every advertising client should be able to know and understand if their inbound marketing campaign has brought them more business."

  11. 11.

    Name for me some of our media assets. With which one are you most familiar?

      The interviewer wants to be sure that you have done your homework on their company. Most remarkable is the fact that Advance Publications has remained a private, family-owned business since its inception in 1922. Think about how incredible that is! Especially considering they own:

      - Conde Nast
      - Advance Local
      - ACBJ
      - Leaders Group
      - Turnitin
      - Stage Entertainment
      - 1010 Data
      - POP

      Advance Publications also has major investments in:

      - Charter Communications
      - Discovery Television
      - Reddit

      Show the interviewer that you have done your homework on their organization, and be prepared to discuss which of their media assets you are most familiar.

      Rachelle's Answer

      "From what I understand, Advance Publications a multitude of media assets including Conde Nast and investments in the Discovery Channel and Reddit. I am an avid reader of many Conde Nast magazines, including GQ, Vogue, and Vanity Fair. I also love watching the Discovery Channel because I learn something new every time I tune in."

      Rachelle's Answer

      "Reddit, which is partially owned by Advance Publications is hands down the media asset of yours that I read the most; followed by a few Conde Nast magazines, such as GQ and The New Yorker. As an avid social media and lifestyle enthusiast, I appreciate the effort that goes into delivering a great range of articles, cartoons, forums, and hot topics."

  12. 12.

    In your opinion, what is the difference between marketing and advertising?

      There are terms in the publishing industry that are similar; however, the interviewer wants assurance that you fully understand the semantics. Briefly discuss what you believe to be the most significant difference between marketing and advertising.

      Rachelle's Answer

      "To me, the most significant difference between marketing and advertising is that advertising is simply one component of an entire marketing plan. The term marketing encompasses topics such as public relations, distributions, sales, market research, and more."

      Rachelle's Answer

      "Marketing refers to an entire plan when it comes to approach and distribution. Advertising is simply one facet of a marketing plan."

  13. 13.

    In your opinion, how are promotional messages best delivered on social media?

      What are your thoughts when it comes to excellent delivery of promotions, on social media? A lot of social media marketing efforts are free; however, this low cost means that there are so many ways to approach these platforms. Therefore, it's easy to muddle your message. Discuss with the interviewer, the types of promotional messages that are working best for you right now.

      Rachelle's Answer

      "My favorite method of delivering brand and promo messages right now would be influencer marketing. I prefer making connections with micro-influencers who get real, highly-targeted engagement. I believe micro-influencers are an excellent way for many brands to affordably get their name out there while ensuring their message is not lost in the crowd."

      Rachelle's Answer

      "The best promotional messages are delivered using crisp, professional video. I am a huge proponent of video promotions because they uphold the purpose of ads, yet - are delivered in a way that social media users feel it belongs naturally in their feed."

  14. 14.

    How do you transition between the creative and analytical sides of publishing?

      Wearing multiple hats is the name of the game when it comes to publishing. One moment you could be discussing the analytics of a past publication where the next you could be giving your opinion on the design of a book cover or layout of a new online article. It's essential that you show the interviewer your ability to be flexible on the job by pivoting tasks regularly. If possible, give an example of a time when you were able to flip between creative and analytical.

      Rachelle's Answer

      "I believe that I transition quite well between the creative and analytical. Generally speaking, I am more of a creative minded individual; however, my experience in business has allowed me to see the data and analytics behind a successful publication. So, in addition to my creative approach, I also ask myself or my team how our decisions will impact the company's bottom line. If hired, I will deliver a nice balance between analytical thinking and creative mindedness."

      Rachelle's Answer

      "My educational background is in business with a focus on accounting and financial management. This coursework means that I am naturally inclined to look at data such as numbers, results, spend, account activity, and ROI. With that said, I spend my spare time in creative writing, dabbling in design, and other activities that relax and entertain me. I believe that I will pivot well between the creative and analytical sides of publishing because of this variety in knowledge and interests."

  15. 15.

    Market research is essential to Advance Publications to help us understand where to take our business in the years to come. Rate your research skills from 1-10. Do you enjoy conducting research?

      In the media and publishing industry, research and reliable sources are everything. Assure the interviewer that you are capable of conducting robust and dependable research. Draw on your positive references when answering this question.

      Rachelle's Answer

      "One of the reasons why I would love to work for Advance Publications is because of your solid reputation for reputable sources and research. In my previous positions, I have always earned recognition for my great research skills. When you call my references, they will attest to this as well. There is always room for improvement, so for that reason, I would rate myself as an 8.5 out of 10 for research capabilities."

      Rachelle's Answer

      "When it comes to research capabilities, I am most definitely a 10/10. An eleven even, if that is allowed! I love researching a large range of products and am very data and analytically minded."

  16. 16.

    Walk me through your experience with YouTube and Instagram's IGTV programming. Which platform do you prefer?

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  17. 17.

    Tell me about your experience collaborating with marketing, sales, editorial, and design teams.

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  18. 18.

    What expertise do you bring in digital KPIs and analytics?

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  19. 19.

    With which advertising vehicles are you most familiar: billboards, print, digital, broadcast, or other?

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  20. 20.

    Have you ever had to pitch an idea? If so, how was your presentation received?

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  21. 21.

    In your opinion, what is the most influential form of media today?

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  22. 22.

    Walk me through your editing experience. How would you rate your editing skills from 1-10?

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  23. 23.

    What methods do you use, to work within a brand's voice consistently?

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  24. 24.

    Where do you believe the magazine and newspaper industry will be in 5 years? Support your response.

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  25. 25.

    If you could pitch me one idea for a Conde Nast publication, what would it be?

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  26. 26.

    How do you go about fact checking, and researching sources?

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  27. 27.

    What do you know about the nature of print advertising?

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  28. 28.

    What is the key to success for a publisher in this digital era?

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  29. 29.

    What are your top two most effective social media advertising methods?

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  30. 30.

    The publishing industry has many tight deadlines. How do you manage your time, ensuring that your deadlines are met?

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