The Power Of Magazine Advertising
A recent study, AdSense, launched by IPC Media, the United Kingdom’s leading consumer magazine and digital publisher, found magazines drive consumers toward purchase, are highly engaging and trusted and are the medium most likely to hold consumers’ attention.
These may seem like bold findings, considering digital publications and online information is currently king, but there are some distinct advantages to magazine advertising.
There is a definite split between people who prefer to get their news and information through digital and online means, versus those who still want to read from a book, newspaper or magazine physically in their hands. Magazine advertising, coupled with online or digital advertising, is one way to cover the bases with both groups.
According to AdSense, when magazine advertising is used alongside online or TV, brand recall is increased. Fifty-six percent of those asked remembered the brand more after seeing it both online and in magazine advertisements and 61 percent were more likely to remember the brand after seeing magazine and TV advertising.
Magazines offer the ability to target a specific demographic group or industry.
For example, a business may want to target an older, more mature age group or business professional, many of whom don’t have time to surf the web for fun, but will make time to read a magazine each day.
AdSense found 49 percent of readers turn to magazines for ‘me-time’ and 45 percent read to treat themselves.
High Retention Rates:
More people remember what they read in magazines. Since amagazine opens to a full-page view - there is no scrolling or clicking - the reader can view it in a single glance. Likewise, when a person sits down to read a magazine, he or she is usually absorbed in the text. That focused attention span allows magazine advertisements to be remembered and recalled more effectively.
AdSense looked at the action that consumers took after seeing a campaign in a magazine. Forty-six percent were more likely to purchase a product they’ve seen advertised in a magazine, 14 percent actually purchased the product, 10 percent recommended the brand and nearly 18 percent talked about the brand.
Nothing beats the visual and graphic appeal of brand marketing. Seeing a logo or tagline in print creates an emotional response or brand recognition.
Case in point, two years ago a study of 38 Australian preschool children (ages 3 to 5) found that even though the children were not able to read, they knew exactly which logo corresponded with which brand. The brands with the most success created an emotional response within the children - fast food (McDonalds), entertainment (Disney) and vehicles (Toyota).
Magazines are typically kept around longer than newspapers because of the higher print quality. For example, a magazine may be passed around the office numerous times before being recycled. It is likely that a magazine ad will be read several times, for several months its print date.
A magazine’s high-quality, full color and glossy image allows for a clearer picture of a company’s product. The images allow consumers to get a better idea about the company.