While many people are investing their ad money in online media, magazines are still a relevant print media and can bring a lot of exposure to a company.
As Marc Brownstein said from AdAge.com, ” With 82% of the U.S. population reading one or more magazines a month, can we afford to ignore that loyal readership?” Brownstein has a point, with that amount of readership and the benefits of magazines as opposed to other print media, magazines should not be ignored as an ad medium. Instead companies should take advantage of Magazine’s niche audiences and use them to advertise to their specific audience. This could help the company, because it presents the opportunity for a company to advertise to a new target audience. Being able to advertise to specific audiences also allows for the company to inform a current audience of a new product.
Unfortunately even though magazine readership is increasing, magazines are being compared to newspapers, which is affecting the magazine’s advertising. (adage.com) Other than the increase in readership, magazines are completely different from newspapers. Magazines allow for fine color reproduction, which enhances and makes an advertisement appear more vibrant. Magazines also have a longer life span that a newspaper. Newspapers are usually daily, where as magazines are weekly or monthly, so the reader will take their time while reading the magazine and possibly keep it until the next issue comes out.
Magazines also have the special trait of having a high “pass along” value. This means much like a webpage or blog, when people see something in a magazine they find interesting they share it with others. This may be by telling a person to go out and buy the issue or literally giving them the issue. Either way, because magazines come out infrequently, it gives people time to share what they have read.
At the end of the day, magazines are the one print media companies should use to advertise. Magazines provide an obvious audience and style and are still trendy. Companies should realize no one medium will perfectly return the cost and value of their advertisement. Media should be used together to cover all areas and types of consumers.
Go here for more reading about the myths of print.