The magazine industry has
made changes to survive the times, such as producing digital editions or gravitating
to a specific niche. Most importantly, magazines offer advertisers new
options.
In the first quarter of 2009, 167 magazines hit newsstands
for the first time. Ninety-two percent of U.S. adults read magazines and
spend more than $86 million on single-copy magazines each week, reports the
Magazine Publishers of America.
Magazine advertising drives
people to action. The Magazine Publishers of America report on
accountability identifies magazine ads as the leading medium for prompting Web
searches across all age demographics. Research shows that ad messages
with Web addresses triple Web site traffic compared to ads without a URL.
According to Affinity’s VISTA Print Effectiveness Rating Service, actions
inspired from magazine advertising have increased 10% over the past year.
With
major publications supplementing print editions with digital magazines, a new
opportunity rises for Internet advertisers. A digital edition is not the
magazine’s Web site. Instead, it is an online representation of the
magazine with virtual pages to ‘flip’ through. This evolution in the
media landscape appeals to both advertisers and subscribers.
Unlike
traditional print magazines, digital editions combine the benefits of offline
and online advertising. Digital publications stay online longer than a
traditional magazine’s shelf life. This means your ads will stay on the
magazine’s Web site, reaching more and more prospects.
Subscribers
receive digital editions of magazines immediately. Along with instant
delivery, readers can interact directly with advertisements. This new type
of publication is also indexed by leading search engines. With each click
of a digital magazine ad, you increase organic search engine results and boost
your Web site traffic.
A Zinio research study reported that
85% of respondents benefit from being able to click ads in digital
publications. With just a click, prospects will be directed to your Web
site, generating instant and measurable results.
According
to Deloitte’s “State of the Media Democracy” survey, 72% of respondents prefer
to read information in a magazine. Publications serving a specific
vertical market of subscribers have proven to survive the tumultuous
economy. The laser-like focus of niche publications has resulted in the
capture of loyal subscribers. These types of publications deliver your messages
directly to highly targeted and measured audiences.
For more information on how to reach target audiences
through creative advertisements, contact Walt Denny Inc. at (630) 323-0555 or e-mail
walt@waltdenny.com.
