Magazines and newspapers are the two prominent forms of print advertising. Magazine advertising has advantages relative to print and other forms of media, including a highly selective and interested audience, high-quality copy and creativity opportunities, and ongoing engagement opportunities.
Audience Selectivity and Interest
Precise targeting with little waste is a major magazine benefit, according to Bauer Media Group. Efficiency means maximizing the return on your investment in advertising. People who read magazines select topics and titles of high interest to them. Therefore, ads for relevant products and services have natural appeal. Since few people subscribe to magazines outside their interest areas, you also aren't paying to reach many disinterested readers.
Bauer noted that people read about 90 percent of the pages in their magazines as of 2015, giving your ad placement a high chance for exposure to each reader. The level of attention given to magazines also is high. Real Match noted in a January 2014 article that 85 percent of magazine readers focus on this single medium while reading. Contrast this with people watching TV and using their phone or computer simultaneously.
Quality and Creative Opportunities
Colorful images and photos, along with high-quality glossy finish, contributes to heavy message influence with magazine advertising. RealMatch indicated that magazine ads have significantly higher influence among consumers than newspaper ads.
Creative opportunities in magazines are also much greater than with newspapers. While newspapers offer color, the print quality and visual capabilities with magazines are better. Gatefold ads that pop out of the magazine, texturing and specialty paper all allow an advertiser's message to stand out from the crowd in a magazine issue. It is more difficult to stick out with a typical newspaper box ad.
Ongoing Engagement Opportunities
Advertisers and audience members often have a more intimate relationship that evolves through magazine advertising than through other media. This close connection develops based on quality, consistent and impacting messages delivered over time.
Magazines also engage because of their enduring nature. Unlike fleeting broadcast messages on TV or radio, magazine ads stick around. Subscribers often flip through a magazine, put it down and come back to it later. This extended life leads to opportunities for multiple impressions.