75% find reading magazines relaxing
Magazines online generate twice the attention [of printed magazines]
5% investment in printed magazines can result in 90% improvement in profit ROI
Investing in passion points
People invest in their passion points, whether that’s food, gardening, fashion, cars or home furnishing. With magazines, advertising is not ignored but seen as a positive part of the experience. The close connection consumers feel with the content they’re reading increases the likelihood that action is taken thereafter.
That context enhances receptivity to advertising through greater attention. In fact, magazines score highest of all media on relevance of advertising – a key driver of brand KPIs.
Key sales houses have really upped their game on the creativity front, too, with the response to challenging briefs being superb. Like news brands, magazines can offer real engagement for brands with their audiences, via events, licensing and talent.
Magazine campaigns provide a great way to drive the quality metrics of brand association, and there’s a more commercial way of approaching it too.