What do Lexus, Barbie, Target and Subway have in common? I’ll give you a few seconds to connect the dots between the luxury automaker, plastic diva, one stop shop and Jared’s favorite fast food sandwich chain before I give you the answer. One second, two seconds, three seconds…
Stumped? They are four of the many advertisers who invested in the 2014 Sports Illustrated Swimsuit Issue purchasing a combined total of 112 ad pages. These advertisers know magazines are still capable of reaching consumers so they continue to spend. That’s pretty simple logic. It’s worth mentioning that the 2014 issue has eight percent more ad pages than last year’s edition and the most since 2007. Advertisers are taking advantage of the 50th anniversary issue and hoping it draws readers far and wide. Either that or the majority of the ads were created by men who want an excuse to purchase the magazine. More than likely it’s a little bit of both. At any rate, this year’s ad pages sold like hotcakes, which is proof advertisers still rely on magazines to promote and sell their products and services. If following the example of the aforementioned advertisers isn’t enough to convince you, below are three reasons magazine advertising should still matter to your business.
1. Magazines offer advertisers highly targeted audiences
Whether you are looking for single, middle-aged cat ladies or the more adventurous, Harley Davidson junkies or anyone in-between, you can reach them through magazine advertising. Due to the breadth and depth of magazine titles available to consumers, advertisers are able to pinpoint their target market and then purchase ad space in the magazines they subscribe to (or those they steal from the dentist’s office). For this reason, magazine advertising results in less wasted coverage and therefore increases return on investment.
2. Magazines have a longer shelf life than most other media
As a magazine subscriber I can attest to the fact that magazines tend to stick around my home longer than newspapers or direct mail. I read my magazines cover to cover during the course of a few days and then stash them in a magazine basket in my kitchen for future reference. Tonight we are trying two new recipes from the January issue of SHAPE magazine. Depending on whether or not we like the BBQ pork sliders and sweet potato fries, that magazine could stay in our kitchen for quite a long time. Brands that invest in magazine advertising are basically invited to move in with their target market as long as they continue to provide value and do their fair share of the housework.
3. Magazines offer advertisers a captive audience
I know what they say about making assumptions, but I’m still going to assume a magazine has been your workout buddy or kept you company on a flight for business or pleasure during the past year. Am I right or am I right? Consumers often turn to their favorite magazines for product reviews, gift ideas and advice on how to fill-in-the-blank while at home, in the gym or flying the friendly skies. They actually seek out magazines for both the editorial and the advertisements. I know I do. I am drawn to the ads in my fitness magazines because they align with my interests and the surrounding content. While having the time to read a magazine is often a luxury, I am glued to the pages for the duration of my breakfast, workout, flight, etc. Marissa Mayer recently announced Yahoo plans to blend ads with content to be more like Vogue and InStyle magazines because they captivate readers. “The ads in those magazines are as interesting as the photo shoots and the articles,” said Mayer. “I miss the ads when they are not there. I feel less fulfilled.” There you have it: readers enjoy magazine advertising.
Advertisers who invest in magazine advertising can reach highly targeted, captive audiences who will likely hold on to their magazines longer than some celebrities hold on to their marriages. If you are looking for more reasons to advertise in print, check out our blog post ‘Four Reasons Newspaper Advertising Still Matters to Your Business.’
Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, inbound marketing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.