The Cosco Connection

The Costco Connection

Customer and Organization Magazine


The demographics for The Costco Connection are as follows:


-Male: 39.6%

-Female: 60.4%


-Age 25-34: 8.3%

-Age 35-44: 14.6%

-Age 45-54: 24.2%

-Age 55-64: 26.7%

-Median Age: 55.6%

-Marital Status:

-Married: 81.7%

-Any children in household: 33.0%

-Age 30-39 with children: 79.2%

-Age 40-49 with children: 75.4&

-Home Ownership:

-Own home: 89.9%

-Median home value: $369,700

-Employed: 66.0%


-Any college: 88.1%

-Graduated college: 60.2%

-Postgraduate: 24.5%

-Household Income:

-Median Household Income: $113,200

-Median net worth: $696,000


-Self-employed: 41.6%

-Own their own business: 31.7%

In terms of circulation, The Costco Connection has the highest circulation rate. Currently, The Costco Connection is circulated to over 18,986,000 people.

The average age of readers is 55 with a household income of about $113,000 a year. This average reader is the average Costco customer, meaning your average family head looking for bulk and household items. This is seen in The Costco Connection ads that feature average household products that are found in bulk at Costco. Examples of ads within The Costco Connection are probiotics, Windex, vitamins, laundry detergents, laptops, furniture, and other electronics. These kinds of advertisements appeal to this age groups needs the most, since they not only want products to support their family, but leisure products as well such as electronics and jewelry.

Editorial Philosophy

The magazine’s specific focus is to give Costco customers a magazine featuring appealing, contentious, and informative content all while providing customers with the newest products and uses of these products. The Costco Connection’s specific approach to content is to offer readers previews of their products but to also provide them content they’d enjoy and benefit reading from. The Costco Connection has one of the most loyal, captive and buying populations in the world. Costco is the only organizational magazine that has over $18 million consistent readers that are loyal and dedicated.   Costco is a loyal brand and customers of this brand have become loyal to the magazine since it portrays the same quality, bang for your buck, and personalization that Costco’s warehouse stores offer.

Editorial Formula

The Costco Connection always features notes from the editors and publisher to further plug in Costco products and allow customers to feel a deeper connection to the company. There is also always “dialogue letters” section for readers to give their own opinions and comments to feel respected and valued by the company itself. The magazine then goes on to feature a fresh views, consumer connection, financial connection, and informed debate sections. These sections feature interactive and informative content to provide the reader with entertainment and helpful tips using Costco products and resources. The Costco Connection also always features a celebrity that would appeal to those in their 40s-60s since that is their main age range. Then, depending on the season, a makeover or other how to is featured to show readers how to integrate Costco products into their everyday lives. To end the magazine, a Shop section is featured followed by special events and updates within the company.


            The Costco connection is published by Costco Wholesale. Costco own over 671 warehouses and owns the brand Kirkland Signature. It is headquartered in Washington state and is lead by Publisher Ginnie Roeglin and Editor David Fuller. The magazine has over 40 employees that include art directors, graphic designers, circulation assistants and administrative assistants. 

Advertising/Editorial Ratio

            The magazine has a total of 81 pages. Out of these pages about 45 were ads. The whole magazine you could technically consider an ad but many of the blatant ads are for the Costco brand Kirkland.   This gives about a 55 percent advertising to editorial ratio.


            The magazine’s editorial content matches its philosophy and audience very well. The magazine features a “Back to Basics” feature that shows Costco customers how to cook hearty, healthy meals. It also features a “Makeover Madness” article to transform your backyard. This all fits in very well with Costco Connection’s philosophy of providing the reader informative and relevant information for their lives.


The magazine was definitely designed for their audience. The text is always either quite large or bold or on a white or stark background to make it easy to read, which is appealing to their average reader. Pops of very bold color bring the jaded eye into the ads that plague the magazine. Pictures within articles do not drive the design since the written content is the most important part of this aspect of the magazine. However, ads consume at least half a page to a page of space to make sure it stands out among the text in the magazine.


MatchBook Magazine

Matchbook Magazine

Digital Magazine


Matchbook magazine is a digital magazine that was designed for the girl they call the Matchbook Girl. The Matchbook Girl is the digital magazine’s target demographic to a T. The target age range is women between the ages of 24-40. Matchbook’s website states that their reader, “views the world through rose colored glasses, loves to throw dinner parties but burns the roast, values eccentricity over convention, is the first to laugh at her own jokes, could happily live off of red velvet cake, and has a signature shade of lipstick.” The magazine gives numerous more examples of the kind of woman that would read their magazine but the bottom line is that readers are women who are intrigued by the charmed life. They don’t necessarily leave the high-class, sophisticated lifestyle, but they’re willing and hopeful to try to.

The digital magazine has an online readership of about 75,000 a month. Since the magazine covers everything from past and present fashion, décor, the arts, travel and culture, it attracts such a wide range of readers that consistently digitally flip through the magazine every month.

Due to the advertisements, one can tell that readers are modern fashionistas with a flare for the preppy. This is seen through the Vera Bradley, Lily Pulitzers, and various online boutique stores that are featured as advertisements throughout the magazine.

Editorial Philosophy

According to Matchbook’s website, the magazine is an “online lifestyle publication celebrating classics – shaken not stirred.” The main focus and goal of the magazine is to present readers with ideas to create a life they adore. The magazine is a woman’s “field guide to a charmed life.”

The magazine uses editorial pieces featuring captivating memoirs, stately homes, tasty gelato, luscious lipsticks, and tantalizing travel places to lead their “rose-colored glasses” women into the charmed life they crave and deserve.

The name Matchbook was chosen by the co-founders for its flea market-like feel that “conjures up lots of memories and vintage nostalgia.” This fits perfectly with the kind of charmed, vintage, and affordable women that read the magazine.

Editorial Formula

Matchbook Magazine features about five different categories of content:

  1. Fashion: The fashion theme is present throughout the magazine due to the transitional ads that add more substance to the fashion pieces they feature in articles. Entire outfits, from makeup to shoes are featured in 2 page spreads to show the season’s newest styles and trends for the charmed readers.
  2. Décor: The magazine features themed spreads based off of museums, outdoor locations, estates, and restaurants in classic parts of Europe and the traditional south. The spreads offers a more realistic version of these décor styles to readers to mimic in their own homes.
  3. The Arts: The magazine features famous works of arts and explains to readers the history behinds these works. The magazine delves even deeper into the work of art by providing fashion and décor that matches the piece.
  4. Travel: The magazine features eclectic, relaxing, and realistic travel spots for readers to visit whether it be through a day trip or week long trip of fun.
  5. Culture: The magazine aims to help enhance and bring culture the minds and eyes of readers. Matchbook does this by providing feature articles on those women who are living the “charmed life” to the fullest.


Matchbook is very unique when it comes to organization. The two co-founders of the magazine, Katie Armour and Jane Lilly Warren launched the magazine in January of 2011. Armour serves as the Editorial Director and Warren as the Creative Director. What is so unique about their partnership is that they live on polar opposite sides of the country. Armour lives and works from the East Bay area of California while Warren lives and works from Philadelphia, Pennsylvania. This virtual office is strongly run through very open lines of communication tied through phone calls, emails, and blog posts between all team members.



The magazine’s design very much matches the philosophy and audience of matchbook. The pages offer blank white space but the pages are sufficiently field with cutout pieces of clothing, furniture, makeup, and vintage technology. The mix of serif and sans serif fonts adds a touch of modern elegance and traditional vintage to each spread. The pictures and products give the pages pops of vibrant colors that create an elegant contrast with the white background of the pages. The eclectic spreads of products add to the flea market feel of the magazine, which matches the tastes of readers.


All of the products featured in the magazine are interactive. Readers can share the featured content to their social media platforms. They can also comment on the content and can claim the link to the products so they can buy what they see directly. Advertisements are also set up as such so that readers can comment, share and link up to the product. This is a great multimedia feature that definitely adds substance to the magazine that a print publication couldn’t. Readers can purchase what they see in the magazine straight from reading the magazine with no hassle.


Matchbook magazine is set up as an entire magazine just online. There really isn’t a skip through where if you click on something on the index page that it will directly take you to that section of the magazine. The only navigation present is to move back and forth between pages through an interactive page curl, just as you would if you were flipping a printed magazine.