As of 2010, the magazine industry offered over 19,000 publications for advertisers to choose from, according to the National Directory of Magazines. There are magazines that appeal to a variety of industries, niches and tastes. Magazines offer several distinct advantages for advertisers. The wide range of titles makes magazine advertising a highly targeted strategy. Magazine ads can showcase creative and aesthetically appealing work with colorful photography graphics, photography and copy. And, magazines are portable and can be taken anywhere.
According to a 2010 study from Affinity, a media research firm specializing in print magazines, over 188 million American adults currently read magazines. More women read magazines than men: 84 percent of women report they read at least one magazine regularly compared to 80 percent of men. The average consumer in the United States reads six different print magazine titles. The median age for adult magazine readers in the United States is 46 years old and the median household income is $60,000 per year.
According to a 2010 study from Dynamic Logic, an advertising research company, magazine advertising drove consumer attitudes and intended behavior more effectively and efficiently than television advertising or television combined with online advertising. Combining magazine advertising with television and online advertising had the greatest impact on consumer attitudes and intended behavior. Magazines and television has similar impacts on ad awareness.
According to an analysis of 10 research studies from CrossMedia Research that showed the cost effectiveness of television, online and magazine advertising, magazines were the most cost-effective medium based on return on investment. In terms of cost per person, magazines alone and magazines combined with online advertising were the most efficient advertising mediums.
Reading Time and Recall
According to a 2000 study from Media Targeting, the average person spends only 5 percent of their daily media time reading magazines. According to the Radio Advertising Bureau, readership recall is minimal because of the cluttered nature of magazine ads. According to 2009 research from the Magazine Publishers of America, the ratio for consumer magazines was 46 percent advertising pages and 54 percent editorial pages.