10 reasons to use magazines
To download the presentation click here.
Magazine Advertising Engages: multiple studies show that consumers are more likely to find magazine advertising acceptable, useful and enjoyable compared to advertising in other media. In addition, they find magazine advertising less interruptive and less annoying.
Magazine advertising is considered valuable content: Consumers values magazine advertising above all other mainstream forms, according to numerous studies. Starcom (USA) found that when readers were asked to pull ten pages that best demonstrate the essence of their favourite magazine, three of every ten pages pulled were adverts. IPC found (Media Values) that 65% of readers regard adverts as an essential part of their reading experience.
Magazine advertising moves readers to action: PPA Absorbing Media identifies magazine advertising as most likely to generate purchase consideration.
More than half of USA readers, according to Affinity Research, took action based on a magazine advert or had a more favourable opinion about the advertiser than before exposure.
Magazine advertising improves ROI: Multiple studies, most notably the PPA's Sales Uncovered, demonstrate that (to a point) increasing magazines share of influence in the media mix improves ROI across a broad range of product categories. Very few campaigns are 'at that point'.
Magazine advertising sells: Short Term Advertising Strength (STAS) identified that rating for rating magazine advertising is equally as effective as television exposure at driving sales, when each is used on its own. Of course, magazines do it all much cheaper.
PPA Sales Uncovered demonstrated that all other things being equal, exposure to a magazine campaign will increase a product's sales revenue by 11.6%.
Magazine advertising is relevant and targeted: Consumers consider magazine advertising to be for them, for products they might buy. With 3366 consumer paid-for titles to chose from in the UK, advertisers can hone in on targets that fit their needs.
Magazines provide reach to the most desirable consumers: Everyone reads magazines, those that do it the most tend to be among the highest spenders across most product categories.
Magazine audiences accrue quicker than you think: Planning magazine campaigns in ratings via the NRS Readership Accumulation Study identifies just how quickly magazine campaigns can deliver (and stop delivering) their ratings.
Magazine audiences are bigger than you think: Planning magazine campaigns in ratings via the NRS Readership Accumulation Study helps advertisers exert significant levels on influence on their target market. It is easy to deliver 50 housewife ratings a week through magazines.
Magazines supply credibility: Consumers trust and believe magazine advertising more than advertising in any other media.
Bonus reason:
Magazine advertising drives awareness: Multiple studies, most notably IPC Adtrack, identify the level of awareness magazine campaigns can achieve in a defined market. Rating for rating magazine advertising is equally as effective as television exposure at raising advertising awareness. Of course, magazines do it all much cheaper.
