This document discusses magazine advertising. It defines advertising and notes that magazine advertising is important for magazines' revenue. Effective magazine ads are simple, balanced, and call readers to action. Different types of ads and elements are shown. Reasons to advertise in magazines include their targeted audiences, credibility, and ability to enhance return on investment. Factors to consider before purchasing ad space include circulation, demographics, rates, and distribution.

1. Submitted by
Anshula Garg
Student of MA(Journalism & Mass
Communication)
Magazine Advertising

2. Advertising
It is any paid form of non
personal presentation and
promotion of ideas, goods or
services by an identified
sponsor.
It is the cost effective way to
disseminate messages,

3. Different types of Advertising Media
Types
Print
Newspa
per
Magazin
e
Trade
Journal
Technic
al
Journal
Periodic
als
Outdoor
Direct
Mail
Broadca
st
Transit
Other
Forms

4. Magazine Advertising
 Magazine advertising is the ads that people
see placed throughout publications.
 Starting up or maintaining a magazine is
dependent on a few factors, but one of the
most important is advertising.
 Ad sales can make or break a publication, and
nearly all magazines depend on the revenue
generated by their advertisers to stay in
business.
 The Pennsylvania Gazette, started in 1729 by
Benjamin Franklin, was the first magazine

5. Essential Elements of Effective
Magazine Advertising
Simplicity is Key
 The worst print ads are the ones that use up every
single bit of white space in the ad.
 It may be painful, knowing how much the ad is
costing you, to leave some of it blank, but it helps
build contrast and gives your message room to
“breathe.”
 Keep fonts reader-friendly (NOT ALL CAPS),
and only use one or two fonts in the ad.
 The same goes for accent colors; sometimes,
more is just noisy and distracting in an already

6. Essential Elements of Effective
Magazine Advertising
Use Balance to Please the Eye
 In advertising, balance comes from
arranging the weight of the ad – the
graphic elements – so that the eye isn’t hit
with something that looks like it might fall
off the page.
 It distracts from the message.
 Centering elements isn’t always a clear
winner, either; most people are more
drawn to ads that feature all elements

7. Essential Elements of Effective
Magazine Advertising
Inspire Action
 Advertising is meaningless without a call to
action.
 Lure readers in with simplicity, balance and a
clear message, but then ask them to visit a
website or call a phone number for more
information.
 This is the part where QR codes that people can
scan with their smart phones can stand alone as
a call to action. Those little irresistible squares
just beg for a web site visit, which also makes it

8. Some Other Elements of Effective
Magazine Advertising
Text
 Head text
 Brand logo
 Product image
 Human model image

9. Types of Magazine Ads

10. Reasons To Advertise In
Magazines
 Magazines and magazine ads capture focused
attention: The focused process of magazine reading
leads to less media multi-tasking, ensuring single-minded
attention to advertising.
 Magazine advertising is targeted: Magazines engage
readers in very personal ways. There’s a magazine for
every passion and a passion for every magazine. Use
magazines to reach your target audience in a meaningful
way — a way in which Specialty TV just can’t compare.
Plus magazine readers reach the affluent, those with
disposable income to buy advertised brands.
 Magazine advertising is relevant and welcomed:
Consumers value magazine advertising, reading it
almost as much as the editorial itself. The ads are

11. Reasons To Advertise In
Magazines
 Magazines are credible: Consumers trust
magazines so much that they are the leading sources of
information that readers recommend by word-of-mouth
to others.
 Magazines offer a lasting message: Ads keep working
24/7. They provide a lasting, durable message with time
to study a brand’s benefits. Consumers clip and save
magazine ads for future reference.
 Magazine advertising enhances Return On
Investment: Allocating more ad dollars to magazines in
the media mix improves marketing and advertising
Return On Investment.
 Magazines sell: Study after study prove that

12. Reasons To Advertise In
Magazines
 Magazines deliver brand relevant imagery:
Magazine editorial fills ads with brand relevant
imagery, associations and a frame of reference that
delivers greater reader receptivity to brand ads.
 Magazine advertising drives web searches and
visits: Magazines are where consumers go for ideas
and inspiration. That’s why magazine ads are leading
influencers, driving readers to advertiser websites
and to start a search.
 Magazines drive the purchase funnel: Magazines
are effective across all stages of the purchase funnel,
especially brand favourability and purchase
consideration, the most sought after metrics that are

13. Purchase Funnel

14. Reasons To Advertise In
Magazines
Message Impact
Audience Interest
Repeated Exposure
Value/Cost
Kept for long time
Enhancement in Quality

15. Things to consider before
purchasing any ad space
 What's the magazine's circulation?
 What are the demographics of the readers?
 What do their ad rates look like? Are the
higher, lower or about the same that you are
currently paying?
 Are they offering any “introductory”
advertising deals?
 How are they going to distribute the
magazine? Through dealers, subscribers,
web based, etc?

16. Things to consider before
purchasing any ad space
 Are they paid subscribers or are they free
issues going out to “qualified” subscribers?
 How did they qualify or obtain these
subscribers?
 How many issues are they going to
distribute?
 Are they going to be offering the magazine
as a web publication?
 Do they want you to pay up front? If they
do, don't.

19. Bibliography
 https://www.advantagemedia.com/solutions/magazine-
advertising
 http://www.wisegeek.org/what-is-magazine-advertising.htm
 http://www.entrepreneur.com/encyclopedia/magazine-
advertising
 https://www.studio1productions.com/Articles/MagAds.htm
 http://smallbusiness.chron.com/effectiveness-magazine-
advertising-59459.html
 http://smallbusiness.chron.com/benefits-magazine-
advertising-3586.html
 http://www.fairfaxmedia.co.nz/portfolio-nz/advertising-in-
magazines/advertising-in-magazines
 http://info.thatsgreatnews.com/2015/05/20/three-essential-