Printed magazine advertising works extremely well on several levels because:
1/. Magazines have the ability to tightly target and fully engage an audience (most people are focused while reading a magazine, not multi-tasking).
2/. The experience of relaxing with a magazine is becoming more precious in our fast paced world, hence printed magazines will always be highly valued for their ability to engage and delight.
3/. The audience is often paying to receive the content which shows how much they value it.
4/. The audience trusts magazine content (including ads; studies show readers often enjoy ads as much as articles), and tend to develop a loyal following of editors and writers.
5/. Advertisers gain credibility through being associated with a trusted brand and in the right ‘environment’.
6/. Printed content has longevity.
7/. The ‘pass on’ rate of magazines means they reach additional readers.
8/. The multiple times one reader will refer to each copy (i.e. repeat exposure opportunities for advertisers).
9/. The visual impact of printed/tangible content.
10/. Magazines’ ability to get longer and more complicated messages across.
11/. Several international studies demonstrate that magazine advertising in conjunction with advertising in other mediums (i.e., magazines as part of a media mix in a campaign) creates a higher recall and understanding and generates a call to action significantly better than when magazines are not included in the media mix.
More info at: www.mpa.org.nz/why-magazines/research-2