Attention to advertising across all magazine platforms has never been higher, with significant increases for websites and digital editions, according to the latest 2015 British Vogue Business Report.
It found that 82 per cent of the fashion titles’ target readership pays attention to adverts on magazine sites.
The report looks at the evolving reader relationship with magazines in print and online, polling 2,787 upper-middle-class women aged 20-54.
Other key findings include:
> Attention to advertising across all magazine platforms has never been higher, with significant increases for websites and digital editions.
> More women are connected to more magazine platforms and as a result are spending more time with magazine brands. Again the Millennial audience is driving this growth.
> Digital platforms (whether websites, magazines or social) are playing an increasingly important role in women’s media lives, adding to the overall magazine experience and time spent with the brands.
> In our ‘always on’ lives print is appreciated as more of a luxury and a treat and is read in a very attentive way, while digital platforms offer complementary reading experiences.
> The magazine remains at the heart of the relationship with the reader, a relationship increasingly being driven by Millennials.
> Magazines, across platforms, are important at all stages of the path to purchase, whether inspiration, or research to till.
> Video and native advertising are important to this audience, with expectations of high quality and originality.
> Magazine readers and users deliver a highly targeted audience who are buying high end products at a greater degree than ever before.