Reports of the death of print have been highly exaggerated, and advertisers, distracted by the shiny newness of digital, need to keep in mind the powerful connection that readers have with their magazines.
Consider these stats from the
2013/2014 MPA Magazine Media Factbook:
• Print magazines are the most preferred place to look at advertising, and they rank #1 in commanding consumer attention and advertising acceptance.
• Magazines deliver influential consumers who take action and influence purchases of friends and family.
• Magazine media advertising outperforms TV and online for critical purchase drivers. Viewing ad campaigns multiple times pushes awareness metrics even higher.
Did you know that there were just 2,000 print magazines in 1980, and for the past five years, the total number of consumer print magazines has remained above 7,000? Just as a few popular sitcoms being cancelled doesn’t mean the end of TV, the shuttering of a few venerable magazines doesn’t mean the death of print.
People’s affinity for print is enduring, and more than ever consumers rely on their favorite magazines as a way to relax, unwind, and disconnect.
It’s Not Business, It’s Personal
Unlike ads in any other medium, print ads get invited into people’s lives. Consumers pay for their subscriptions, and actually look forward to the ads in their favorite magazines. It’s the exact opposite in other media, where people actually pay to avoid the ads. With ads that are sometimes as interesting as the editorial, readers enjoy the unique combination of ads and edit found in their favorite magazines, and the 2013/2014 Magazine Media Factbook says that “This unique brand experience results in superior levels of ad receptivity, online search, purchase intent, and extraordinary engagement in and sharing of both edit and ads.”
Magazine ads get advertisers in front of a very specific consumer. It’s the ideal way to connect both your brand and your message to a targeted audience, who places the same level of trust in the ads in their magazines as they do in the editorial. There is no medium that transfers credibility to its advertising the way that magazine advertising does.
The relationship that readers have with their favorite magazines is fostered by the fact that the magazines they buy are specifically devoted to their passions, to what makes them happy. Each title has a particular focus, a personality, which delivers unique and powerful brand positioning for advertisers. This connection makes magazine readers highly receptive to magazine ads—more than half of magazine readers act on the ads they see in magazines.
Focused, Engaged Readers
Magazine ads work 24/7. And readers save their magazines, and often share them, so they frequently have many readers per copy. When consumers are reading magazines, they’re focused. They spend a lot of time reading cover to cover, and most importantly they’re not distracted, they’re not multi-tasking or multi-screening when they’re engaged with their favorite titles.
Magazines are #1 in reader engagement. The average reader spends 40 minutes reading each print issue.
Advertisers can reach consumers in the pages of the magazines they love, and they can deliver their message right into the hands of an audience that eagerly anticipates it. With spot-market targeting available, magazine advertising remains a powerful way to reach specific consumers, across the country or around the corner.
Across 60 product categories, magazines rank #1 or #2 among super influentials—more than any other medium.
A wide-range of innovative on-page products brings engagement to a whole new level. Attention-grabbing creative, from Post-it® notes, BRCs and gatefolds to laminated cards, die cuts, scented varnish, and more, draw readers in like no image on a smartphone can.
An Evolving Industry
Of course, there is no denying that the print industry, like all media, is evolving. There is a proliferation of magazine apps, and the internet and social media let consumers become content creators. There is ample opportunity for consumers to get their news, information, and entertainment from countless digital platforms. The challenges facing the print industry represent great opportunity for advertisers, because even with the ability to get content immediately and on a variety of platforms, consumers still seek familiar and trusted sources, like their favorite magazines.
(Source: 2013/2014 MPA Magazine Media Factbook.)