What's on Tap...
A brew of marketing and advertising news for your insatiable knowledge palette

Do Your Print Ads Grab Attention Fast Enough?

Posted by Jenna Bruce on Mon, Jul 17, 2017 @ 08:40 AM

Do Your Print Ads Grab Attention Fast Enough?

These days, about the only thing getting shorter than people’s patience, is people’s attention span. And, as these attention spans shrink, marketers must find ways to use their advertising to hook customers quickly.

Just how miniscule is the current human attention span?

Consider that the ordinary gold fish, swimming around and around and around in his tiny bowl, has an attention span of only nine seconds. And he STILL has us beat! Recent studies have found the human attention span is only eight seconds. It seems that along with providing convenient communication and funny cat videos, modern technology is distracting us.

The TIME survey found some major differences with attention spans among generations. For instance, 77% of people aged 18 to 24 responded “yes” when asked, “When nothing is occupying my attention, the first thing I do is reach for my phone,” compared with only 10% of those over the age of 65.

According to an article in Bloomberg Magazine, generation Z, those under the age of 19, are even more distracted. “They multi-task across five screens: TV, phone, laptop, desktop and either a tablet or some handheld gaming device, spending 41 percent of their time outside of school with computers of some kind or another, compared to 22 percent 10 years ago. Because of that they ‘lack situational awareness, are oblivious to their surroundings and unable to give directions’.”

No doubt you heard about the injuries that were sustained by some young people who were so involved in the Pokeman Go app, that they walked into traffic, tumbled off of ocean bluffs, and were even been robbed. That’s how distracted they were!

But what does all of this mean for today’s marketers?

It means you not only have to create print ads that convert, you’ve got to create print ads that grab people’s attention in the first place!

Here are a few tips to help you do it:

Use Smart Design

The quicker your readers can get information, the better. Design your print ads so that the eyes can easily move from one element to the next. Make it easy for your prospects to make the decision they want to find out more about your offer.

To do this, leverage the power of the inverted pyramid. Make sure you put your most important information at the top (or in the forefront), then trickle down to the least important information.

To figure out which information should be included, answer six basic questions: Who? What? When? Where? Why? How?

Make it Readable

Know what will make readers ignore your ad? If they feel they need to struggle to read it. Use clean type face that’s easy for the eyes to scan. Less is more in this scenario. The fewer words your prospect have to read the more quickly they’ll be able to determine if your offer relates to their needs.

Keep it Consistent 

When it comes to visual design, using the same fonts, colors and element styles will make it easy for your prospects to move through your ad because they won’t be forced to learn something new visually.

Make it Interactive and Engaging

People assume print ads and print collateral are boring compared to digital ads, but that does not have to be the case. Touch is one of the most satisfying sensory experiences, so use it to your advantage. Engage readers in this medium by using different textures, glosses or finishes that stand out and hold their attention.Two smiling women lying on the floor are both reading a magazine-1.jpeg

 

If you’ve been struggling to create print ads that capture and hold your prospects’ attention, we can help. Get in touch with us and we’ll help you design ads that make an impact on your audience and your bottom line!

 

 

Topics: magazines, magazine advertising, newspaper, local newspaper advertising, innovative print ads, creative print ads, print ads

Magazine Readership Increases, and That’s the Truth

Posted by Scott Olson on Thu, Jun 06, 2013 @ 12:17 PM

You might not believe it, but total magazine readership for the first quarter of 2013 actually increased. Believe it. For the past few weeks we’ve talked about some of the benefits of magazine advertising and why marketers should be including magazines in their campaigns. And now this. Do you believe me now? I hope so.

We started a few weeks ago with the expansion of Meredith’s guaranteed ROI program, followed by the four benefits of magazine advertising and the six reasons you need to advertise in magazines. If you’re thinking to yourself, ‘enough already, we get it, stop beating the dead horse.’ Clearly there’s still some life left and today we explore what’s happening with magazine readership.

Now according to the article in MediaDailyNews, the total audience hopped up 2.36% from spring 2012 to spring 2013. I say ‘hopped’ because let’s be honest, while it’s an increase, it’s not a huge gain. However, it’s certainly headed in the right direction, and something advertisers and publishers should be happy to see.  The other thing about this increase is that it’s not coming strictly from where you’d expect: digital and tablet editions. Print editions of magazines are increasing as well, 113 of the 182 titles measured by GfK MRI, or 62%, reported increases in print audience. Unfortunately ad pages in publications continue to decrease.

One way to change that tide might be for advertisers to take a look at the titles with the biggest increases and better understand who’s reading those titles. For instance, it’s not US Weekly, TIME, Newsweek and Sports Illustrated that are seeing the major increases. Instead, the magazine readership is increasing in more specialized titles, like Psychology Today, Yoga Journal, Diabetes Forecast and Food Network Magazine.Magazine readership in specialized titles like Psychology Today and Yoga Journal is increasing

Looking at this list you might be thinking, ‘these are lame titles no one’s heard of, how are they gaining in readership?’ Here’s how: they’re specialized publications with content directed to a targeted audience. They get who they’re writing for and what to include, and their readership recognizes the relevancy of their content. My opinion is that’s exactly what advertisers are looking for: an engaged audience seeking and digging into what’s being delivered to them via their subscribed to media vehicle. If it’s not, you should let me know in the comments.

One major brand, while maybe not the most popular, has just returned to magazines after a five-year hiatus. Camel Cigarettes is launching a new campaign in a select group of publications after being absent from print media since 2007, according to a story in Ad Age. While the strategy has not been disclosed, tobacco companies, including R.J. Reynolds and Lorillard, the third largest cigarette maker, spent $96.2 million dollars on consumer magazine media last year. That’s a pretty penny, or one that’s a bit stained and yellow at this point.

Advertiser RJ Reynolds is coming back to magazines with Camel cigarettes after a five-year hiatusBetween the readership gains and advertisers such as Camel demonstrating a confidence in magazines, it’s clear the medium is still viable, both in print and digital platforms. What magazines do, as evidenced by the number of specialized titles, is target specific audiences in particular local areas. What this means for advertisers is an opportunity to target readership segments based on geographic as well as demographic traits.

If you haven’t considered magazines recently it’s time you brought them back into the discussion. Not just because Mediaspace can provide you efficient magazine buying, but because magazines can help you reach your local target audiences and increase your bottom line. If you want to learn about the benefits of local advertising, download our research report now. And if you’re interested in integrating your print and digital campaigns to reach magazine audiences on both platforms, we have an eBook for that, too.

Download the 10 Benefits of Local Advertising eBook

 Download the CMO's Guide to Integrating Print and Digital Media

Scott Olson is the director of marketing at Mediaspace Solutions. His career has spanned marketing positions in the non-profit, software and utility sectors providing various marketing experiences. You can connect with Scott on FacebookGoogle+Twitter or LinkedIn.

Topics: magazines, magazine readership, magazine advertising

Six Reasons Advertising in Magazines is a Necessity

Posted by Scott Olson on Thu, May 23, 2013 @ 11:22 AM

We’ve been talking about magazines and advertising in magazines a lot lately on the blog, and you might be wondering why. Here’s the answer: Print advertising, specifically in newspapers and magazines is our bread and butter. We’ve built our business on efficiently planning, buying and placing standard and unique advertising campaigns in print media. And we think we’re pretty good at it. Last week we shared the ‘The Top Four Benefits of Magazine Advertising,’ and this week we want to build on that. Today we want to take a bit more of an aggressive approach. The short of it is that along with the four benefits of magazine advertising, there are six reasons you really need to incorporate magazine advertising into your media mix.

The information shared today again comes from the 2012/2013 Magazine Factbook published by The Association of Magazine Media. Like us, they’re a bit biased, but after you read the facts and dive into the numbers, you will be, too. Just keep reading.

1. Vacations are great. Everyone who can takes a vacation. Some head to the mountains in while you bring magazines on vacation, magazines advertising never takes a vacationthe winter to shred the ‘gnar while others head to the Caribbean for a little relaxation and some snorkeling. Regardless of how you spend your vacation, chances are you have a magazine with you. And you read it. It could be Sky Mall on the plane or The New Yorker for your favorite long-form journalism. Either way, you have it with you. And guess what? Magazines don’t take a vacation. Regardless of the season or the month, magazine audience remains steady, with more than two million readers each month.

2. Whether or not you believe it, those two million readers each month are recalling and paying attention to advertisements. Magazines actually rank higher than the Internet and TV for ad attention and receptivity. Pair that with magazine’s high ranking for being a trustworthy medium, and you can be sure readers will react to your magazine ads. And speaking of reaction, we covered that last week. No medium triggers online search more than magazines. You have a website, right?

3. We all like secrets so let me tell you one about magazine advertising: Regardless of where you place your ad (first, second, third or fourth quarter of the book) at least 51%, and up to 57% of magazine readers will note and remember your advertisement. When it comes to actionadvertising placement within the magazine isn't as important as just being in magazines. advertisements are effective throughout the books taken based on your placement within the magazine, the numbers are even more consistent, with 61% taking action on ads in the first half of the magazine, and 62% taking action on the advertisements in the second half of magazines.

4. Magazines capture the early adopters. If you haven’t heard, the early adopters are the group that is required to be the first to buy the best _________________, and by the best ________________, we mean the best speakers, Google glasses, television, smartphone, mp3 player, computer, car, boat, etc. The things that show the rest of the world they are high-class and they are the first person to have it. Hopefully none of these magazine early adapters are Glassholes.

5. Are you interested in reaching the beautiful people? How about the people who want to be beautiful or are after the beautiful people’s lifestyle? When it comes to influencing apparel and clothing purchases, magazines rank as the number one source of that influence. So if your product or service falls into the beauty, fashion/clothes, fashion/shoes, or shopping category, you have no reason not to be in magazines.

6. Go back to number four and revisit the whole ‘early adopters’ point. Guess what the early adopters have? Discretionary income. Chances are your product or service costs money. Your goal is to reach the people who actually have the money to spend on that product or service. Magazines, more than any other medium, reach households with liquid assets of $250,000+. That’s a good market to hit if your goal is to get readers to spend money on your product or service.

So there you have it, the six reasons advertising in magazines needs to be part of your media mix. And when it comes to magazine advertising, you should also understand the benefits of staying out of advertising contracts. For more information on that, check out our eBook titled ‘The CMO’s Guide to Non-Contractual Advertising.’ That eBook will help you maximize your reach and budget.

Advertisers should stay away from contracts, this eBook tells them why

Scott Olson is the director of marketing at Mediaspace Solutions. His career has spanned marketing positions in the non-profit, software and utility sectors providing various marketing experiences. You can connect with Scott on FacebookGoogle+Twitter or LinkedIn.

Topics: magazines, magazine readership, magazine advertising

The Top Four Benefits of Magazine Advertising

Posted by Scott Olson on Thu, May 16, 2013 @ 12:49 PM

Much has been written and talked about regarding magazines. Whether it is titles launching to reach a new audience or long-standing magazines going the all-digital route (see Newsweek)Newsweek made the decision to go all-digital, but print and digital magazines are still viable vehicles for advertisers or shuttering their doors completely, it’s hard to tell which direction magazine publishing is headed. Last week we told you about one promotion from Meredith that was developed with the goal of increasing advertising and filling the non-content pages of all Meredith’s titles. We won’t revisit that as you can go to that post and get the full update or at least our point of view on it. Today let’s focus on why advertisers need to be including magazines, whether in print or digital, as part of their advertising campaigns.

Recently The Association of Magazine Media published their 2012/2013 Magazine Media Factbook, outlining how readers interact with magazine publications in print and online forms. The Factbook has more than 100 pages of in-depth magazine data to help advertisers understand why they should consider magazines. Taking a step further, there are four main takeaways advertisers should understand regarding reaching target markets with magazines.

1. The first thing to understand is that people are reading magazines. Take whatever you’re hearing about print dying and the imminent closure of all publishing houses and throw it out the window. Here’s why: 92% of adults (95% of those younger than 35 and 96% of those younger than 25) have read magazines in the last six months. Now to be fair some of this is happening in digital platforms, we can’t deny that. But not all, as only 38% of 18- to 34-year-olds read magazines on electronic devices. Now I’m no math wiz, but that leaves about 58% who are still holding the printed version of Sports Illustrated or Shape as they read. The audience is huge, and it can be sliced and diced however you want, with titles specializing in content and hitting very specific demographics. So find the magazine right for your product or service, and buy some pages.

2. You have friends right? Oh, sorry, I didn’t know that was a sore subject. OK, think about your family or co-workers, they have friends right? And I’m guessing they talk to their friends and tell them all about their new vacuum, favorite whiskey, or the car they just drove off the lot. That ‘telling’ and ‘sharing’ happens in a number of ways in addition to word of mouth. It also happens in social media, and magazine readers are trusted influencers. So get your brand in front of them (with great creative), convince them to buy your product, and they’ll tell all their friends. No really, they will.

3. Stop me if you’ve heard this one before: We want consumers to see our ad, go to our website to get more information, do some more research and eventually make a purchase, either now or next time they’re in the market for our product. Guess what? No medium triggers online search more than magazines. The numbers range by specific age group and sex, but of adults 18+, magazines and broadcast trigger searches in 36% of consumers. Any major league hitter would be pretty happy with that batting average.

The Magazine Media Factbook was put together by the Association of Magazine Media and highlights the benefits of magazine advertising4. It is really this simple: Magazine advertising increases sales. Download the Factbook and check out slide 30. Brands advertising in magazines experienced a sales lift of 3% to 36% compared to the control group. If you’re a successful marketer maybe you see the 3% and think, ‘No biggie.’ But tell me anyone in your organization wouldn’t be interested in a 36% sales lift and I’ll tell you about some oceanfront property in Arizona I have for sale.

So there you have it, the data is real, and in case you missed it at the beginning, you can download the entire Factbook here. There is a ton of information in there and we’ll be back next week with some more details about magazine advertising and what you should be doing to create effective campaigns. In the meantime, if you’re ready to get some ads placed and want to stay out of the contracts magazines want you to sign, check out our eBook on the benefits of making your buys independent of contracts.

Advertisers should stay away from contracts, this eBook tells them why

Scott Olson is the director of marketing at Mediaspace Solutions. His career has spanned marketing positions in the non-profit, software and utility sectors providing various marketing experiences. You can connect with Scott on FacebookGoogle+Twitter or LinkedIn.

Topics: magazines, magazine readership, magazine advertising

So Long, National Newspaper Week

Posted by Hannah Hill on Fri, Oct 12, 2012 @ 01:15 PM

National Newspaper Week is coming to a close, so I hope you’ve gained a little more knowledge about and appreciation for the newspaper industry and its continued relevancy during the past few days. This final post will provide you with some interesting facts you probably didn’t knoNews on smartphonew about newspapers…until now.

Did you know that almost seven in 10 adults read a newspaper in print or online in the past week? Chances are you were one of them, but do you prefer a print or digital newspaper? The number of adults who get their newspaper fix on their smartphones or tablets has grown to 28 million per month. These readers are catching up on the latest news while on the bus or train, eating lunch, in line at the grocery store, hey, some even read the comics while going to the bathroom. A recent study, 'Magazine Media Readers and Their Smart Phones,' found that 83% of adults ages 18 to 34 who read magazines and own a smartphone have accessed or downloaded a magazine-branded app and 66% read or tapped on the advertisements.

When was the last time you responded to an ad in the newspaper? According to the Newspaper Association of America, 79 percent of U.S. adults have responded to a newspaper ad in the past 30 days. In case you didn’t catch that I’ll repeat it for you: 79 percent of U.S. adults have not only seen, but responded to a newspaper ad in the past 30 days. You’ll be hard pressed to find another form of media that has type of response rate, much less reach. Newspaper advertising is still effective and at Mediaspace, we strive to maximize advertising budgets. Here’s another interestNewspaper gift wraping fact: 36 percent of adults claimed they did not read a newspaper in the past week, but they used one. Those uses vary from simply clipping coupons to alternative activities. Growing up, my grandma wrapped all our birthday presents in the "funny pages." I’ve used a newspaper to dry out my shoes after a run in the rain and I know others who rely on newspapers to keep their valuables safe when they move. I’ve even heard of some people putting down newspaper instead of landscaping fabric to keep the weeds out. Hey, whatever works I guess. In the comments section below, tell us how you use the newspaper after you’re done reading it. We’d love to know.

Thanks for celebrating National Newspaper Week with us. If you’re interested in learning how print and digital can work together, download our latest eBook, 'The CMO’s Guide to Integrating Print and Digital Media.' Nothing reaches the local market as effectively as the newspaper. Daily or weekly, online or in print, there are serious benefits to advertising locally. If you want the top 10, download our report: '10 Benefits of Local Advertising.'

Download the CMO's Guide to Integrating Print and Digital Media

Topics: magazines, tablet advertising, digital, national newspaper week

Ranking the Top 80 Magazine Brands based on Digital Competence

Posted by Brynn Haugen on Tue, Aug 14, 2012 @ 02:56 PM

 

Ranking Magazines

A new study released by the think tank for digital innovation, L2, ranked 80 American magazine brands based on their digital competence. This is the second year L2 conducted this study. L2 ranked the magazine brands based on 350 data points using five pieces of criteria: Site, Digital Marketing, Social Media, Mobile and Tablets. L2 was interested in looking at how magazines are adapting to an ever-changing digital advertising landscape. Because of this rapid change, this was the first time L2 added ‘tablet’ as a separate piece of criteria. Check out the top 10 magazines based on their digital competence below.

 

Six of last year’s top performers remained in the top 10 for a second year in a row including: TIME, People, Sports Illustrated, Glamour, Entertainment Weekly and Cosmopolitan. L2 believes that most magazines, even those in the top 10, can improve their digital advertising in several areas. Some key findings from the study said:

~ Less than 50% of magazine brands actively promote an advertiser on digital platforms beyond their website and tablet editions               

~ Only 17% of the 80 magazine brands feature digital ads that are different than print editions

~ Most brands are doing well in tablet advertising. In fact, 98% of the brands have ads on at least one of the major digital stores including, Kindle, Nook, iTunes and Google Play

~ Digital advertising is expected to grow in the next few years. L2 said, “By 2016 revenue from digital advertising is expected to represent 13% of the total, growing at 18.5% per year.”

Social Media

In terms of social media, only 51% of brands allow fans to post on their walls, while only 49% conduct regular fan polling. Other data from these brands reveal that,

People creates “snap banners” for mobile site

Some magazine brands are making noteworthy changes to their digital marketing strategy. People recently changed  its mobile site to provide a better user experience. The site now has “snap banners” - ads that start at the bottom of the screen and will travel with the user as they scroll down.

The ‘so what’ here is that traditionally, print has been a follower industry. Publications take a ‘wait and see’ approach to so much of what they do, including the adoption of digital as a whole, and more recently tablet apps and advertising. This study is definitely good news for an industry that seems to be surrounded with negativity recently. As the larger publications, both newspapers and magazines engage in the digital realm and build their online business, more and more publications will follow suit, opening up new opportunities and creating competition for advertising space in digital channels.

The important thing to remember is that digital alone is not the answer to advertiser’s questions on how to reach their target audiences. It takes an integrated approach, one that hits targets where they are, and includes channels that complement each other. Print and digital are two channels that do that extremely well.

To learn how marketer’s can successfully integrate their print and digital campaigns, download our new eBook, The CMO’s Guide to Integrating Print and Digital Media, and get started today.

 

 

 

Topics: magazines, digital advertising

KSM’s Two Cents on Magazines and Newspapers

Posted by Amy Xiong on Tue, May 15, 2012 @ 11:08 AM

What should you do with magazines and newspapers? How long will print media last? This seems to be an ongoing topic with both sides throwing out statistics and research. What does KSM have to say about this?

Magazines have seen both a decrease and a growth in sales throughout the years correlating with the current state of the economy. There has been no significant preference for the printed versus the digital version for readers. The customer loyalty with the digital version will decrease though. There’s one industry that has been performing well in the magazine world. The food industry has been successful in particular magazines such as Food Network and Bon Appetit.

In regard to newspapers, the publications that are larger and localized will be the ones that succeed. Their readership will be loyal as they are very interested in their local information. Newspaper readers want to know what is happening in their neighborhood and hear about the sales and other offers close to them. In addition, paywalls have helped consumers view news as something worth paying for. However, the challenge that newspapers are facing is developing the correct paywall to match their needs and also keeps the consumers interested.

Overall, magazines and newspapers are evolving with the rest of the world to become more digital and integrated. Advertisers need to realize that consumers need to be reached through print and digital media to compete. The more integrated a brand’s marketing strategy is the more consumers they will reach.    

Are you curious about what else KSM has forecasted? Read about Display and Tablet Advertising and Mobile Advertising. You can also download KSM’s 2012 State of Media Report.

Download our guide to hiring a media provider

Topics: magazines, newspapers

Industry Review: Tablets, Magazines and Newspapers. Oh my!

Posted by Amy Xiong on Wed, Nov 16, 2011 @ 06:00 AM


Mediaspace Solutions just announced our iPad/Tablet Advertising Capabilities last week, and we are staying on top of the industry news.

The iPad has only been around for about a year and half, but 11% of Americans already own a tablet device.  Of these tablet users, 77% of them use their tablets daily. Additionally, many tablet owners use their tablet devices as a way of keeping up with the news. Because of this, many newspapers and magazines are making their publications compatible to tablets. This is a wise decision, because 53% of tablet owners are news consumers. Consuming the news is one of the top activities for tablet use along with emailing and browsing the web. Other activities for uses of the tablet that rank lower are social networking, gaming, reading books, and watching movies.

Research has also found that because of owning a tablet, 30% of tablet users spend more time getting news than they had prior to owning a tablet. Tablets users are also venturing to new sources to obtain their news than they would have been without a tablet. Instead of just skimming through the news, 42% of people say they actually read in-depth news articles on their tablets.

If you’d like to learn more: http://www.journalism.org/analysis_report/tablet

Please be sure to check back for next week’s blog on “In App Advertising vs. Tablet Optimal Website”  

Click me Click me


Topics: magazines, tablets, newspapers