PEOPLE REMAIN TACTILE
TECHNOLOGY RACES ON, becoming more and more integrated into everyday lives and routines. Yet people remain tactile. They still want to touch, to feel, to hold. Just as the world becomes saturated with digital, so there is renewed interest in print. Even publishers of hitherto exclusively online magazines have started to provide printed versions as well.
An increased awareness of the value of printed advertisements guarantees that traditionally produced magazines have a future. Print is being bought again. Sitting down with a cuppa or glass to browse a magazine is different to scrolling on a device. It’s a relaxing time for people to look leisurely at what interests them. That’s a terrific opportunity for advertisers.
Magazines have always provided masses of interesting, sometimes inspiring, information. Be it editorial or advertising, the material presented to readers is driving them towards shops and online retailers.
Print titles can act as niche players, too, targeting tightly. The advertisements carried therein have relevancy to the news or features content they sit alongside. They are in the faces of the most sought-after audiences, people who use precisely what is being presented to them. Printed materials capture attention and proffer calls to action.
CREDIBILITY
Time and time again, research has shown that magazine content is likely to be trusted. After all, readers have selected and (probably) paid for the publication: choosing to act positively.
Because of this, they will take note of advertisements and are more likely to see and value their credibility. Moreover, fake news and cybercrime have brought about hesitancy regarding online engagement.
As a bonus against online constructions, magazines have an ongoing life. They tend to stay around, simply because they’re physical, there to touch, feel and hold.
The advertisements can continue to work each time the issue is picked up or passed on. Messages are long lasting, rather than merely transitory, as with online and social media. And messages can be seen over and over again, whereas the average viewing time of a web page is 15 seconds.
OVERALL EXPERIENCE
In digital media consumers usually want to skip the advertising. In magazines, promotional pages are seen as part of the overall experience. They are read with little distraction: a major benefit for advertisers.
Local magazines keep people in touch with their communities and have excellent distribution networks. If business is based locally, then geographically-relevant magazines are an ideal way to speak to customers. Generally, people have a preference for local businesses, but they need to know who and where they are.
Most magazines present high quality and creative imagery, allowing superior representation of the products and services being advertised. They can exude style.
So, with the popularity of magazines seemingly on the rise again, it is clear that print-based marketing can work well, delivering payback. Select the carrier with an open mind, laced with ample care, and you can boost brand recognition and subsequent loyalty. There is power in print.
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