Print Power

Reach

With a vast number of titles publishing in Europe (over 50,000, and counting), there’s no denying that magazines are one of the most widely distributed forms of media. When you consider that these magazines reach an average of 80 per cent of European adults, that’s a huge potential customer base for any brand If you then add in the fact that on average, adults read magazines for 88 minutes a week (National Readership Survey, UK, Dec 2008), it’s clear that your brand can spend a large amount of time with your customer.

Targeting

Magazines by their very nature are targeted. Every one of Europe’s different titles is specialist in some way, carefully crafted to appeal to the interest of a certain readership. What’s more, that readership is loyal. More than half of all adults almost always read at least one magazine title (NRS, UK, Dec 2008) making themselves available every week or month for you to build a relationship with.

Focus

Reading a magazine is a solitary experience. You choose your time, sit back and become immersed in the title, taking in all the content – editorial and advertising – in an equally focussed way. Unlike outdoor or digital ads, there are no competing messages vying for your attention, just a single, simple message that achieves instant cut-through and stays in the mind.

Inspiration

Research from the UK’s Henley Centre showed that readers regard their favourite magazine as a ‘trusted friend’, a ‘spur to inspiration’ and a ‘symbol of status’. By allying your brand with the right magazines, you can capitalise on this trust, thrusting your brand into the light created by this glow of inspiration.

Integration

On average, more than half of all readers take action on magazine ads or have a more favourable opinion about the advertiser because of magazine advertising. This response is optimised when magazine ads are used as part of a wider campaign. By adding print to TV and online media, you almost double your brand awareness, and increase buyer’s purchasing intentions by more than 50 per cent (Marketing Evolution, 2004).

Generating awareness

Research conducted by Millward Brown in the UK shows that the average Awareness Index for television and for print is about the same. However, when you consider that exposures in magazines cost considerably less than TV, it reveals that magazines work much most cost-effectively than TV in delivering advertising awareness.

Effectiveness