It is estimated that there are around 160,000 magazines published around the world in as many as 29 languages. Even though a large proportion of these magazines are not exactly setting the world on fire in generating revenue terms, I think it is fair to say that there is still a substantial market for this traditional form of media advertising.
For the advertiser, one of the great advantages of having such a huge selection of magazines to choose from is the fact that they are able to target a specific audience, who may have a particular interest in their product or service. Although magazines have a comparatively small coverage compared to national newspapers, it is the positive advantage of reaching a specific audience that turns a lot of people on to magazines.
One of the other advantages to Magazine Advertising is the fact that you can request that your advert is placed in a certain position or even within a feature article. This will enhance the overall corporate and commercial effectiveness of your offerings, as well as adding a positive and highly relevant message to potential buyers. Of course, if you don’t mind where your advertisement appears, it will probably be placed in a general run of paper position. This means that your ad could be placed anywhere, but will probably cost less than if it was placed in a prime position. However, always try to get a ROP price for a special position whenever you can, as most publishers will be happy to negotiate.
The decision to pursue Magazine Advertising should certainly not be made without doing some in-depth Media Planning and comparing the associated costs with the benefits. However, when you find the right vehicle and your objective is to signify quality or elegance for your product, Magazine Advertising is the perfect format.
As with other media types, it is always very wise to build a friendly and consistent level of communication with magazines. Always send in well-written PR and product news and make a point of going to see your favourite feature and news editors at an exhibition or product launch. It may also pay to take them to lunch every now and then to show your appreciation. The reason for mentioning this is that writers always remember the nice people when they have a space or another company has let them down. If a magazine decides to feature your product or write about it, this translates into free advertising, although it is in the form of legitimate editorial content.
Remember that advertising in magazines has always been about getting a message to a specific target audience in a controlled way and ideally over a long period of time. Magazines do this so well, as they mainly reach a very loyal and relevant readership. However, as new media advertising formats seem to have much better tracking and monitoring technology in place, it does deter people from using magazines as a lead-generation tool.
There is no doubt that the introduction of online pay per click advertising has brought on a new wave of advertisers – most of which don’t have to spend a fortune to get people to their websites. Compared to print media, there is probably no better way to get clicks and potential enquiries. It is this ‘cost against enquiry’ element that has moved a lot of people away from the historic ‘brand awareness’ qualities of magazine advertising and into the more controlled and justifiable environment of Internet Advertising.
One thing is for sure though – magazines create a very credible environment and they help to build a high quality message for your products and services. This could explain why magazines are such a great promotional vehicle when they work alongside online media. On one hand you have a message that turns into clicks and on the other you have quality branding that adds value to your products.
It is also difficult to match the creative appeal and design opportunities that Magazine Advertising can bring. Outdoor advertising also does this job well, but this media tends to be displayed in a much busier environment of the high street or roadside location – certainly not on a comfy armchair in your sun lounge.
It is this ‘media without an obvious motive’ selling point that cements the appeal of magazines to a whole host of advertisers.
If you can find a magazine, which reaches your target audience perfectly, then you’ll do a lot worse than to use this media to shout about your brand and the quality aspect of what it can do for your potential customers. After all, a picture does paint a thousand words.