Transcript 6. 7 Reasons to Use Magazines

7 Reasons to Use Magazines
7 Reasons to Use Magazines
Advertising in magazines is still one of the most effective ways of building brands at
the right time. They engage millions of people and small groups on a regular basis,
deliver ROI, generate large amounts of brand awareness and significantly increase
sales.
Everything about magazines exudes quality. Top-name fashion and style magazines
are a seductive medium for luxury brands, editorial context and optimal print
quality making a perfect fit for high-ticket products. So, as a strong example of Add
Print, Add Power, we present seven key reasons to advertise with magazines.
7 Reasons to Use Magazines
1. Reach
• With a vast number of titles publishing in Europe (over 50.000 and
counting), there’s no denying that magazines are one of the most widely
distributed forms of media
• Magazines in Germany for example reach nine out of ten Germans and
have a coverage of 91.3 per cent. This also explains why in Germany
magazines attract a huge proportion of the advertising expenses
7 Reasons to Use Magazines
2. Engagement
• Magazines are among the most trusted media, which is also translated
in the time consumers spend reading titles
• In Germany reading time is on average 91 min (Print Wirkt,2014)
• Magazines are typically close to the reader, a me-time medium allowing
the reader to escape from reality
• In magazines advertising is seen as part of the reading experience
7 Reasons to Use Magazines
3. Focus
• Magazines are typical channels for what is called ‘deep reading’. Reading
that leads to thorough understanding of an often complex issue or long
story
• A French study confirmed that 59 per cent of the readers use magazines
for comprehension of often difficult stories
• Magazines are read without distraction; 87 per cent of German readers
focus on a magazine
• This attention offers a major benefit for advertisers, delivering a higher
impact of the advertisement
7 Reasons to Use Magazines
offline to on-line
4. From
• Interactivity has always been an important objective of many
advertisements
• QR codes, Augmented Reality and Near Field Communication offer
advertisers a way to link a print ad to an online promotional page
• Digital imprinting of a magazine can personalise an advertisement for a
game or for more personalised online service
• A study in the USA showed that over 35 per cent of readers having seen
the ad went to visit the website of the advertiser
7 Reasons to Use Magazines
5. Inspiration
• 82 per cent of German readers say that magazines offer inspiration
(Print Wirkt, 2014)
• And inspiration often leads to purchase; 45 per cent of respondents of
an IPC survey indicated that the magazine has inspired them to
purchase an advertised product
• Magazine content and ads are also talked about, creating a buzz among
readers
7 Reasons to Use Magazines
feel, smell, taste and listen to the advertising
6. See,
• Each year at the Cannes Lions International Festival of Creativity great
magazine ads from all over the world are awarded
• Over the years ads have been shown that use various grades of paper, a
scent to be discovered in the ad or ads that can be eaten. Ads have also
appeared that integrate a video including sound
• Magazine ads allow for creativity, creativity that is often not yet
completely discovered by agencies and advertisers, but that will make
magazine ads more effective
7 Reasons to Use Magazines
7. ROI
• Magazines are a powerful tool in driving sales and have a high ROI. As
the accountability of marketing investments have become a key priority
for marketers, ROI has become an important KPI
• A Dutch study shows the highest ROI for magazines. A study of 500
European cases also indicated the superiority of campaigns including
magazines: ROI for a mix including magazines was 134 per cent higher
than without magazines (Print Power BrandScience, 2013). Proving the
point of integrating magazines in the media mix
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