Shweiki Media has compiled facts and statistics from multiple studies and reports explaining why print advertising WORKS. From readership to engagement, commitment, expansion and more, Shweiki delves into the newest and most cutting-edge reasons why advertising in magazines is a can't-miss strategy for businesses, increasing exposure and--therefore--profits.
1. Magazine Audiences are Growing and Young Adults Read Heavily
The number of magazine readers has grown more than four percent over the past five years. In fact, 93 percent of adults overall and 96 percent of adults under age 35 read magazines. Magazine audiences are growing at a fast rate, second to the internet across all groups. Reading a magazine is an intimate, involving experience, which is one reason the average reader spends 43 minutes reading each issue. An analysis of MRI data demonstrates that adults under 35-years-old read more issues per month than adults who are over 35. Did you know that adults 18 – 34 are more likely to be in the top quintile of magazine readership—the most avid or “heaviest” readers overall.
Source: http://www.magazine.org/ASSETS/5EAC524003A54698B5F6EE2A9099157A/2010-11-MPA-Handbook.pdf. (pages 7-8).
2. Magazines Engage and Inspire Their Readers
PPA commissioned a report from the Henley Centre which shows that magazines play several different roles in engaging readers:
- As a trusted friend
- As a bridge to interaction and participation in communities of interest
- As a spur to inspiration
- Guidance and life management
- As a symbol of status
Magazines open the mind a little bit more because the person is thinking and they get the ideas – and if the article is really interesting, they may ask themselves questions as they are reading it.
3. Magazine Audiences are Expanding Across Platforms
The number of magazine websites and mobile apps is increasing, e-readers are projected to grow rapidly — and consumers want to see magazine content on them. Two separate sources show consumers’ interest in reading across platforms. Among current subscribers, more than half chose to renew with a digital product. Among non-subscribers, nearly 40 percent chose an offer including print. Eighty-seven percent of those interested in reading magazines on a digital device still want a printed copy. The number of consumer magazine websites has increased nearly 50 percent since 2006, extending the reach and influence of magazines’ editorial and advertising messages to an even wider audience. Also, a combination of magazines and the web is the best way to target mobile action-takers.
Source: http://www.magazine.org/ASSETS/5EAC524003A54698B5F6EE2A9099157A/2010-11-MPA-Handbook.pdf. (pages 20, 23, & 44).
4. Magazines are an Actively Consumed Medium that Can Capture the Mood of Readers
There are two key aspects that contribute to how different media channels work:
- Control: the extent to which an audience can choose to pay attention to the advertising
- Mood: the mindset with which an audience approaches the media
Magazines are actively consumed by their readers, unlike TV, which is usually more passively consumed, and they are approached with an active and goal seeking mindset (a ‘leaning forward’ mindset).
Readers give commitment to their magazines. This means that readers engage with magazine advertising in a highly receptive and less distracted frame of mind.