Television and internet advertising might be great ways to get quick and direct messages to your consumers. However, if you’re looking to deliver a more meaningful message that tells the reader your story and gives them all the information, they need to trust your brand and products, then magazines are the right channel. The average amount of time a reader spends viewing print and digital edition magazine issues is almost one hour per issue. Compare that to the fact that more than half of all web surfers spend less than 15 seconds on a website, and the choice should be clear on where you need to be focusing your marketing budget socially if you are a start-up. As you can see print advertising is not a fad or a result of current social media platforms or new technology that will soon be obsolete or replaced. Magazine advertising and exposure have proven themselves a durable and effective exposure medium for over a century. The number of magazine readers continues to grow, and the influence that magazine advertising has on every other medium like TV, radio, newspapers, and online shows that it is an effective tool for building brand and product awareness. What does this mean for advertisers? Not only should print advertising remain a staple in your media mix and budget, but also every time you’re considering a single media channel for an ad campaign, reconsider the boost you will get from simply adding a complementary print ad to your campaign to maximize your messages reach and return on marketing investment.
SPOTLIGHT MAGAZINE ON BUSINESS MAGAZINE • VOL 23 ISSUE 5 91
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