ECOLETTER: Top 10 Reasons Why Advertisers Use Magazines

1. Magazines and magazine ads capture focused attention. The focused process of magazine reading leads to less media multi-tasking, ensuring single-minded attention to advertising.
2. Magazine advertising is targeted. Magazines engage readers in very personal ways. There is a magazine for every profession, industry and personal interest. Use magazines to reach your target audience in a meaningful way.
3. Magazine advertising is relevant and welcomed. Consumers value magazine advertising, reading it almost as much as the editorial itself. The ads are accepted as an essential part of the magazine mix.
4. Magazines are credible. Consumers trust magazines so much that they are the leading sources of information that readers recommend by word-of-mouth to others.
5. Magazines offer a lasting message. Ads keep working 24/7. They provide a lasting, durable message with time to study a brand’s benefits.
6. Magazines deliver brand relevant imagery. Magazine editorial imbues ads with brand relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand ads.
7. Magazine advertising drives web searches and visits. Magazines are where consumers go for ideas and inspiration. That is why magazine ads are leading influencers, driving readers to advertiser websites and to start a search.
8. Magazines drive the purchase funnel. Magazines are effective across all stages of the purchase funnel, especially brand favorability and purchase consideration – the most sought after metrics that are the hardest to sway.
9. Magazine advertising enhances ROI. Allocating more ad dollars to magazines in the marketing mix improves marketing and advertising return on investment (ROI).
10. Magazines sell. Study after study prove that magazines help drive sales objectives, as a stand alone medium or in combination with others. Over half of readers act on exposure to magazine ads.

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