READERSHIP AND ENGAGEMENT
that print campaigns have the most positive impact on brand awareness.
The scientific data shows that paper-based reading stimulates emotions, drives sensory involvement, provides more focused attention, and most importantly is preferred by the majority of people. Data also shows that 95% of people under the age of 25 are reading magazines and numbers is holding strong year after year, which goes against the common belief that young people are tossing print aside and it is an older person’s medium. When you are advertising do not assume and certainly do not underestimate the power of high-quality photos, graphics and images and having the ability you view these materials and information without pop-ups and/or other interruptions. Plus, this medium is available again and again, keeping people of all ages engaged and looking for the next issues, while being able to look at previous issues, especially if the publication is open like Spotlight on Businesses Magazine.
Online advertising alone provided, on average, a 4 percent increase in brand awareness; television alone provided a 5 percent increase. Combining online and TV together did a little better averaging a 6 percent increase in brand awareness.
What happened when print was added to the marketing mix?
Online campaigns that added print averaged a 10 percent increase in brand awareness; TV campaigns that added print averaged a 13 percent increase.
MAGAZINE ADVERTISING CAMPAIGNS ARE MORE SUCCESSFUL
The intent of the advertising is to drive brand awareness, brand engagement and revenue. When advertising in print you engage the readers at a higher level than online or TV advertising. Especially now that most streaming platforms offer ad-free subscription levels to these services. Plus, data shows that print ads generate stronger brand engagement and trust with consumers than any other channel.
However, a “Rule of Three” marketing campaign shows the best results. What “Rule of Three” marketing campaign, well it is a true cross-channel approach, data from combining print, online and TV advertising and exposure shows that together they can increase brand awareness by 15 percent or more.
MAGAZINE ADVERTISING WILL BOOST ALL YOUR OTHER EFFORTS
When measuring brand awareness across channels, the biggest increases were seen when print was added to an online or television campaign. You might think this is due simply to the added exposure, but the data shows
MAGAZINE READERS STAY CONNECTED AND ENGAGED LONGER
90 SPOTLIGHT MAGAZINE ON BUSINESS MAGAZINE • VOL 23 ISSUE 5
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