The sub-prime crisis hit businesses globally and magazines were not spared. Pressed by the uncertainties of the global economy then, many companies undertook drastic cost-cutting measures and in most companies the marketing departments were the worst hit. Advertising expenses were greatly reduced and ad revenues for magazines plummeted.
With subsequent improvements in the global economic outlook, many companies have been slowly but surely going back to advertising in magazines in appreciation of the benefits that this ad channel offers.
Great at audience targeting
Magazines provide an ideal channel to target a specific audience. There are magazines that specifically address women issues and others that target people in a certain geographical location. Other magazines target people of certain age groups while others are industry-specific. In a nutshell, when you carry your ad in a magazine, you know the exact people it is going to reach. This is very much unlike a general readership newspaper whose consumers you can never be certain about.
Better quality and prestigious ads
The glossy ads carried in magazines are irresistible to readers. Unlike a newspaper ad, an ad in a magazine is usually sharper. Presented in full color, such an ad gives you prestige in the eyes of the reader and is a good way to help build your brand.
Longer shelf life
People hold on to magazines for longer periods than they do newspapers and publications. Since some magazines address gender or industry-specific issues, they have a timeless quality. The matters discussed in one issue might have far-reaching consequences and readers usually hold on to these publications for long periods. Some people could also keep important magazines as reference material. When you advertise in a magazine therefore, your ad will continue reaching potential customers long after the ad is published.
A loyal fan base
Considering the quality and printing costs associated with magazine ads, they tend to be rather pricey and this is one of the reasons that make some people shy away. However, it is important to remember that most magazines have loyal fans that would never miss an issue and you are therefore assured that your ad will reach the intended audience. Rather than miss out on the advantages of running magazine ads, some companies choose to take small-sized ads while others negotiate favorable terms with the publishers. Publishers could give you special discounts if you book your space in advance or when you run ads in several issues.