Organization Magazine Analysis
The Aglaia (Phi Mu)
The Aglaia is a quarterly publication published by the Phi Mu Fraternity. Its audience consists of current Phi Mu members and Phi Mu alumnae, meaning the readers are generally women. The audience is college educated or higher because in order to join the Fraternity you need to be in college. Sororities and fraternities are typically costly so the average Aglaia reader is middle to upper class. All of the pictures in the publication are of women who are or were members of Phi Mu, so it’s obvious what audience they’re catering to. Most of the ads are sorority apparel and jewelry.
The magazine’s specific purpose is to inform members of Phi Mu what’s happening at their national headquarters and at chapters around the country. The colors are vibrant and the pages are full of pictures and other content. It showcases current chapters and members in the beginning, which is then followed by clothing and jewelry ads. After the ads is the alumnae section. It’s different from other magazines because it’s specifically for the sisters of Phi Mu and no other magazine caters to only them.
The “PinkInk” section starts the magazine with snippets of tweets fun facts and pictures representing what’s new and trending in the Phi Mu world. The magazine features philanthropy events that members participated in around the country and news about how the event was helpful. They also have article reviews on conventions held for Phi Mu and awards won by different chapters. There is a section talks about how to support the Phi Mu Foundation in order to build a better future for Phi Mu’s across the country. There are testimonies about how being part of the Fraternity has changed the lives of the sisters for the better. A spotlight section is made to showcase chapters that have been doing a good job. Alumnae Pride is a section in the magazine that puts a spotlight on successful Phi Mu’s that can inspire current members. One of the sections is dedicated to members who passed away since the last issue was published.
Phi Mu fraternity owns this magazine along with a phi mu blog. The blog consists of a history section, a “vibrant voices” section, “The New View” section, and an “All Things Mu” section. The staff consists of eight regulars. The jobs include director of communications/editor, communications and marketing specialist, communications and marketing coordinator, executive director, editorial committee, design team, and a contributing writer. The photographs are credited to Convention Photography and GreekYearbook.
The magazine consists of 40 pages. Out of the 40 pages, 26 of them are advertisements meaning there are 1.5 ads for every editorial piece. The ads are all clumped in the middle of the magazine other then one at the very end of the magazine, and they are all for Phi Mu merchandise.
The Magazine is made for a niche audience and the editorial content matches that. It’s specifically for members of the fraternity and all of the content is based on that, from philanthropy events, to conventions, to outstanding chapters, this magazine covers it. The magazine really focuses on service and helping the less fortunate, which the editor mentions in her opening statement. Most of the articles are about the good Phi Mu does around the country.
The first thing I noticed about the magazine was that it was predominately pink, which is not only one of Phi Mu’s colors, but usually a color that represents women. Since it is a women’s magazine that seems fitting. All of the colors used in the magazine are vibrant and bright. It also catches the reader’s eye with a lot of vivid photographs and little blurbs. They include easy-to-read charts and lists, which usually draws people in. The ads and pictures have a variety of women who are different in size and race, which bring about the sisterhood aspect of the fraternity and their stance that no sister will get left behind.