10 Things to love about magazines

There are many reasons why brands love the highly-effective and engaging advertising medium that is magazines. Watch the video below and discover the 10 key reasons why advertisers love magazines. 

Magazines are thriving

• there are 3,212 consumer magazines in the UK
• they reach 87% of the total adult population
• UK consumers will spend £2.5bn on magazines this year

 

 

Magazines are adored by the youth market

• 15 to 24-year-olds are the age group most likely to read magazines
• 91% of this age group read magazines but are light users of broadcast media
• they read 24% more titles than the average British adult

 

 

Magazines understand and meet consumers’ needs

• magazines are seen as a trusted friend
• they are kept and referred to
• they are viewed as long term companions

 

 

Magazines command trust and greater attention

• they spark conversations with friends, family and colleagues
• magazines are an advocate for communities of common interest
• they bring a halo effect to advertising featured alongside relevant content

 

 

Magazines drive word of mouth

• magazines and television are the most effective media in driving word of mouth
• outperform newspapers, radio and the internet in 10 out of 11 categories
• magazines drive WOM among 57% of the population

 

 

Magazines provide a bridge to further interaction

• they provide access to natural networks of common interest
• magazines stimulate interest in a topic and then direct readers to further avenues to explore
• they work hand in hand with digital because core magazine readers are techno-savvy

 

 

Magazines advertising is valued and absorbed

• the targeted nature of magazines means that ads are relevant
• they're not an interruption of content, but part of the offering
• as a result, there is no issue of advertising clutter in magazines

 

 

Magazines drive online behaviour

• magazines are the primary driver of online purchase in 70% of product categories
• they are the most effective medium to drive online purchase of cosmetics, fashion accessories, toiletries, entertainment tickets, food, clothing, travel tickets, and holidays

 

 

Magazines deliver more cost effective marketing

• they deliver a 79% ROI during the campaign
• expanding to 177% over a 12 month period

 

 

Magazines can optimise audience reach

• at a 1/3 of the cost of television
• increasing the reach of light TV viewers by 50%
• increasing frequency by 25%