Magazines provide...
A positive advertising experience
With magazines, advertising is not ignored but seen as a positive part of the experience.
Magazine consumption is acknowledged as time well spent, and when people are in a positive frame of mind, they’re more open to messages about advertising and brands.
A passionate and engaged audience
Magazines are all about passion and commitment. The subject matter as diverse as fashion, food and film, music, motoring and make-up drive the close connection consumers feel with the content and increase the likelihood of action being taken.
A trusted advertising environment
Magazines are a trusted environment which really matters when faith in media and in advertising is at an all-time low. With trust comes consumer confidence about buying advertised or featured products.
This means advertisers can achieve...
Contextual relevancy
A relevant context enhances receptivity to advertising through greater attention and a more welcoming mindset. Magazines perform better than all other channels on the relevance of the advertising – a key driver of brand KPIs.
Emotional resonance
Magazine advertising drives very strong right brain activity, known for strengthening emotional connections and adding colour to a brand. Attention and emotion together give advertising a much better chance of not only getting seen but also ensuring it’s meaningful and relevant to the consumer.
Differentiation
Being different or distinctive fuels growth for brands and is also important for driving a price premium. Magazines are a channel proven to help consumers best understand what makes a brand unique, whilst also helping drive affinity and need.
Which results in...
Long term business impact and ROI
Campaigns that include magazines drive significantly better sales and customer acquisition results than those without. Research shows that 5% investment in magazines will deliver on average 90% uplift in profit ROI.
Amplified effects
Magazines are a highly effective sidekick media to other channels, and for an average 5% of total budget, help optimise investments. They deliver strong results especially when combined with TV and online video.
