Mass market medium
Magazines remain an excellent mass market medium, with the titles measured by the National Readership Survey (NRS) reaching 87% of the adult population. To put this into context, in the last year only 74% of the adult population accessed the internet.
What makes this more impressive is that NRS measured titles account for fewer than 200 of the 3,200 consumer magazines published in the UK. NRS data also shows that readership penetration of measured titles has remained constant during the last five years.
Magazine readers will actively purchase more than 44m copies this month and, in total, ABC measured magazines boast a net issue reach in excess of 75m copies.
In addition to providing advertisers with the potential to reach a large section of the population in a visually stimulating and enticing environment, magazines have the unique ability to leverage their intimate relationship with readers.
In general, advertising in magazines is viewed as part of the offering and as such is valued and absorbed by readers. This is enhanced further when advertising is carefully planned to appear in a complimentary title or section of content.
Specialist titles are often sought out not only for their content, but because readers know that the advertising featured will be of specific interest. This ability to target tightly defined groups by their interest or life stage ensures that marketers can communicate with audiences who are bound to be receptive to their messages.
In the effectiveness section of our website, we focus on how advertisers can best utilise magazines and ensure their messages are not only absorbed by the appropriate audiences but becomes part of the conversation within the communities that are of interest to them, ultimately resulting in the most efficient deployment of their budgets.
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