There are two main categories of advertising for magazine brands: display and classified.
Display advertising is a form of communication that it is paid for by a client and which is usually intended to increase sales of the client’s products or services. Advertising can also be used to deliver public service messages or issue-based messages by charities and other 'third sector' organisations. Advertising is often placed by advertising agencies who are employed by marketing departments of their clients. These agencies can be creative agencies who design and produce adverts or buying and planning agencies who work out the best advertising vehicles for their clients and then build schedules to display the advertising through different media.
Classified advertising usually takes the form of small, plain text advertisements which may be taken out by private individuals. But companies and other organisations also take classified space in order to advertise either products and services, or recruitment.
Advertising, which can be placed in magazines or on digital platforms, is an important income stream for magazine brands.
2008 figures from PricewaterhouseCoopers show advertising revenues for consumer titles as £1.5-1.6 billion per annum for printed magazines, and as £80-90 million per annum for consumer title websites. Advertising revenues for business media websites are also £80-£90 million per annum. 2008 AA/WARC figures show advertising revenues for business media titles as £1 billion per annum, of which almost £600m is display advertising.
For more information on consumer magazine advertising visit PPA Marketing.
For more information about business media advertising please visit PPA Business Media.