While media continue to play a key role in reaching and communicating with audiences, it is now the ability to deliver a close and lasting relationship with individuals which is of crucial importance. Today, as society shifts, lifestyles diversify, media choice proliferates and its usage becomes more complex, the challenge is tougher than ever. Magazines, however, provide a distinct advantage over other media. This is principally because there exists a strong – and intimate – relationship between readers and their chosen magazines.
Magazine reading is an intensely personal experience, with the reader absorbed in the title. The resultant bond between readers and their magazine is something which extends to benefit advertising.
Research by The Henley Centre established that magazines (and their advertisers) are particularly well placed to develop reader engagement on the basis of this relationship: