Given the growth of social media platforms like Facebook, Instagram, TikTok, and X (formerly known as Twitter), one might assume that this is coming at the expense of decreasing magazine audiences; however, that could not be further from the truth and in fact, it might even be contributing to the continued success of magazine as readers look to flip the page on fake news.
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Magazines, like all traditional media, have faced many challenges in the digital age. It has become increasingly difficult for magazines to keep their readers, but, contrary to newspapers, and despite fierce competition from free online outlets, print and digital magazines continue to perform comparatively well in today’s market.
If you look at the data around 65 percent of Canadians read print and or digital magazines at least once a month with more than a third of Canadians setting aside time specifically to read magazines.
The most common way to access digital magazines is on smartphones at 22 percent. The portion is higher among Canadians under 35 at 44 percent and those new to reading digital magazines through platforms like Magzter, the world’s largest digital newsstand, at 57 percent.
Our magazine and the industry, continue to enjoy year-over-year readership growth. Magazine features and advertising continue to prove an effective tool to boost brand awareness and trust. Feature articles and advertorials help readers connect and get a better understanding of the entrepreneur, their journey, and their brand vision. Readers who understand the brand vision and mission make an emotional connection with the entrepreneur. They take an interest in the success of the brand which promotes the purchase of products and services with readers.
Print and digital magazine exposure and advertising are now some of the best ways to boost the effectiveness of your other marketing efforts to keep your brand top of mind with customers. By utilizing all media channels, you will receive unlimited brand exposure to stand out from the crowd. In other words, if you want the best returns on all your advertising and branding investments, then it is a must to add magazine exposure to your marketing media mix.
Magazines are Inspiring and Motivating
People turn to TV for entertainment and to the web for everything from shopping to homework to self-help. Magazine readers, on the other hand, turn to their favorite publications to be inspired and motivated and to get valuable information from a source they can trust. When looking to learn about a new product or service, more people choose magazines than TV or the web. When people want to connect emotionally or indulge in a relaxing bit of “alone time,” away from the kids or the hustle and bustle of life, and are choosing magazines to do this.
More people reported that magazines give them something positive to talk about with others, and we already know that a lot of conversations are happening online via social media, but these can quickly become negative.
When you want to reach consumers with emotional content that inspires them to act — whether that is to purchase a product or service, start a conversation, or simply feel good about what they are reading about, then print and digital magazines are the best channels for you and your brand to achieving those goals.
Magazine Readers Bring the Conversation Online
Most business owners think social media is replacing traditional print and digital magazine outlets; however, the numbers show it is augmenting it. Magazine readers are just bringing their conversations online and talking about the brands and businesses they support and like.
Further, findings have shown that after reading an article on a brand or seeing a product or service advert in a magazine, 44 percent of Canadian magazine readers and buyers visited the advertiser’s website, and 46 percent have used or planned to use the coupon or promotion listed in the advert.
Readership and Engagement
Research shows that reading traditional and digital magazines stimulates a reader’s emotions, drives sensory involvement, provides more focused attention, and most importantly is preferred by the majority of people or other information platforms
Data also shows that 95% of people under 25 are reading magazines, which goes against the common belief that today’s younger generation is tossing magazines aside and that it is the dying medium.
Plus, with magazines the content is available again and again, keeping people of all ages engaged and looking for the next issues, while being able to look at previous issues, especially if the publication is open like Spotlight on Businesses Magazine.
Magazine Advertising Campaigns are more Successful
The intent of the advertising is to drive brand awareness, brand engagement, and revenue. When advertising in magazines you engage the readers at a higher level than social media ads or TV advertising. Especially now that most streaming platforms offer ad-free subscription levels to these services. Plus, data shows that magazine ads generate stronger brand engagement and build trust with consumers more than any other media channel.
In addition, when watching television or browsing the internet, Canadians are also more likely to multi-task than when reading magazines. For example, 38 percent of Canadians say they often surf the net while watching television, and 26 percent of people using the internet use their mobile phones at the same time.
Magazine Advertising Will Boost All Your Other Efforts
When measuring brand awareness across channels, the biggest increases were seen when print was added to an online or television campaign. You might think this is due simply to the added exposure, but the data shows that magazine campaigns have the most positive impact on brand awareness.
Online advertising alone provided, on average, a 4 percent increase in brand awareness; television alone provided a 5 percent increase. Combining online and TV together did a little better averaging a 6 percent increase in brand awareness.
What happened when print was added to the marketing mix?
Online campaigns that added print averaged a 10 percent increase in brand awareness; TV campaigns that added print averaged a 13 percent increase.
However, a “Rule of Three” marketing campaign shows the best results. What is a “Rule of Three” marketing campaign, well it is a true cross-channel approach, data from combining print, online, and TV advertising and exposure shows that together they can increase brand awareness by 15 percent or more.
Magazine Readers Stay Connected and Engaged Longer
Television and internet advertising might be great ways to get quick and direct messages to your consumers. However, if you’re looking to deliver a more meaningful message that tells the reader your story and gives them all the information, they need to trust your brand and products, then magazines are the right channel. The average amount of time a reader spends viewing print and digital edition magazine issues is almost one hour per issue. Compare that to the fact that more than half of all web surfers spend less than 15 seconds on a website, and the choice should be clear on where you need to be focusing your marketing budget socially if you are a start-up.
As you can see print advertising is not a fad or a result of current social media platforms or new technology that will soon be obsolete or replaced. Magazine advertising and exposure have proven themselves a durable and effective exposure medium for over a century. The number of magazine readers continues to grow, and the influence that magazine advertising has on every other medium like TV, radio, newspapers, and online shows that it is an effective tool for building brand and product awareness.
When it comes to setting aside special time for an activity, magazines are more popular than other media. 79 percent of Canadians say they have set time aside to read magazines, compared to 59 percent who have done so to read newspapers. 35 percent have set time aside for using the internet, 17 percent for listening to the radio, and 15 percent for watching television.
What does this mean for advertisers? Not only should print advertising remain a staple in your media mix and budget, but also every time you’re considering a single media channel for an ad campaign, reconsider the boost you will get from simply adding a complementary magazine ad to your campaign to maximize your messages reach and return on marketing investment.
by Ryan Myson