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. However, a“Rule of Three”marketing campaign shows the best results. What is a “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. combining print, online, and TV advertising and exposure shows that together they can increase brand awareness by 15 percent or more.
Magazine Readers Stay Connected and Engaged Longer
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. When it comes to setting aside special time for an activity, magazines are more popular than other media. 79 percent of Canadians say they have set time aside to read magazines, compared to 59 percent who have done so to read newspapers. 35 percent have set time aside for using the internet, 17 percent for listening to the radio, and 15 percent for watching television. 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 magazine ad to your campaign to maximize your messages reach and return on marketing investment.
the readers at a higher level than social media ads or TV advertising. Especially now that most streaming platforms offer ad-free subscription levels to these services. Plus, data shows that magazine ads generate stronger brand engagement and build trust with consumers more than any other media channel. In addition, when watching television or browsing the internet, Canadians are also more likely to multi-task than when reading magazines. For example, 38 percent of Canadians say they often surf the net while watching television, and 26 percent of people using the internet use their mobile phones at the same time.
Plus, with magazines the content 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.
Readership and Engagement
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 that magazine campaigns have the most positive impact on brand awareness. 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
Research shows that reading traditional and digital magazines stimulates a reader’s emotions, drives sensory involvement, provides more focused attention, and most importantly is preferred by the majority of people or other information platforms Data also shows that 95% of people under 25 are reading magazines, which goes against the common belief that today’s younger generation is tossing magazines aside and that it is the dying medium.
Magazine Advertising Campaigns are more Successful
The intent of the advertising is to drive brand awareness, brand engagement, and revenue. When advertising in magazines you engage
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