READERSHIP AND ENGAGE- MENT The scientific data shows that paper-based reading stimulates emotions, drives sensory involve- ment, provides more focused attention, and most important- ly is preferred by the majority of people. Data also shows that 95% of people under the age of 25 are reading magazines and these numbers are 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 to 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 Spot- light on Businesses Magazine. MAGAZINE ADVERTISING CAM- PAIGNS 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.
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 print 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. Combin- ing 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. 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-chan- nel 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 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 mag- azines 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 platform 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 that 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.
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
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