In the present digital era, advertising in print or magazines may seem pointless. Television reaches millions of more consumers. Moreover, advertising on your website costs less than on TV. And aren’t magazines folding left and right? Surprisingly, however, the magazine industry, even in hard copy, is doing well. There are new magazines constantly appearing, and a number of them succeed and thrive. Purchasing ad space may not be cheap, but it can be effective.
One may argue that conventional methods of marketing are slowly becoming obsolete, print ads remain a mainstay in the advertising budgets of several companies. It has been substantiated by one survey that readers only glance through a website for about 15 seconds to two minutes. Besides, if your ad is placed at the end of a webpage, or in the corner, there is a good chance that readers shall ignore it, which means very little return on digital ad investment. While if you look at the magazines, they are a great way to market services and products because not only do they have an effective ROI, they also have the following benefits:
Refinement of the print industry
Advertising in magazines is particularly effective becausethe print industry has become much more refined since the advent of radio, the internet, and subsequently, podcasts. The organizations within the print industry have gotten great at using print assets to connect with digital assets as well. This refinement has assured that the magazines are still alive, well, and innovative.
Magazines carry a wealth of information, inspiration, and creative ideas for readers. Because of the information given to the reader, it may drive them to go out and visit stores/businesses and search online to check out more.
Magazines are used to target niche audiences depending upon the topic or theme. Ads within each spread are relevant to the content of the magazine. This guarantees your advertisements to be in front of a target audience that cares about products like yours since the reader considers the magazine’s content important.
In case if you are looking for single, middle-aged cat ladies or the more adventurous, Harley Davidson junkies or anyone in-between, you can reach them through magazine advertising. Because of the breadth and depth of magazine titles available to consumers, advertisers can pinpoint their target market and then purchase advertisement space in the magazines they subscribe to. Due to this reason, magazine advertising results in less wasted coverage and therefore increases return on investment.
Regional or Geographical Focus
The famous names of the magazine world are national: Cosmopolitan, People, Time, Reader’s Digest, and Seventeen. There are other magazines, which cover a specific region, state, or city. Thus, if you are targeting customers in a specific locale, you can advertise more cheaply in an area magazine than a national one. People are often passionate about their local or regional magazines, so you may gain credibility by hitching your wagon to their brand.
The content in a magazine is more likely to be trusted by the reader as they have picked out the magazine for themselves. Due to this, readers will also spend time reading through the advertisements and are more likely to trust their credibility. In a survey conducted by MarketingSherpa, 82 percent of the participants trusted printed advertisements such as newspapers and magazines the most while making a purchase decision.
Longer shelf life
It is believed that magazines are more likely to last, unlike online content, because they are a physical object. We have observed that as consumers hold onto a magazine for an extended period, an advertisement continues working each time they pick up the issue. Since magazines last, their content, ads included, leaves a lasting message. After the buyer finishes reading the magazine, family members may read it, or they may give it to a friend or they may give it away to their local library. Even after you have paid for the ad, the ability to sell can continue for long. Commercial brands that invest in magazine advertising are invited to move in with their target market as long as they continue to provide value and do their fair share of the housework.
Printed materials capture the attention of the readers. It is true because if your audience is physically holding a copy of a magazine, they don’t have the opportunity to multitask on other forms of media. It is more likely that you will have their complete attention. Consumers often turn to their favorite magazines for product reviews, gift ideas, and advice on how to fill-in-the-blank while at home, in the gym or flying the friendly skies. In actuality, they seek out magazines for both the editorial and the advertisements.
Typically, magazines present high-quality images. It allows for the best representation of your product. Newspapers and direct mails are slightly less effective as they don’t provide the same portrayal for your advertisements.
Safe and Comforting
It is appropriate to say that the days when people could click on internet advertising and not worry about viruses, phishing, or other hacking attacks are long gone. This isn’t an issue with print ads. Just the fact that you shelled out for the ad in an established publication gives you an aura of legitimacy. Moreover, if your target market is a senior demographic, even better. They are the consumers least likely to spend time online and the most comfortable with traditional media.
All the benefitsmentioned in this article proves the fact that print marketing works and it works well. With the ascendance in the popularity of magazines, it is a great time for companies to invest in print advertisements.