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Why Magazines Are Different?

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Belinda Raji

Magazine advertising is different than other media in several ways: 1) Consumers enjoy and engage with magazine ads more than ads in other media and are less likely to find them annoying. 2) Consumers are less likely to multitask when viewing magazine ads compared to ads in other media like the internet or television. 3) Consumers trust magazine ads more than ads in other media and consider the advertising content in magazines to be valuable.

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Why Magazines are different
[object Object],[object Object],[object Object],[object Object],[object Object],Why should magazines be treated differently to other media?
How magazine advertising excels in engaging consumers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Consumers enjoy magazine ads rather than finding them annoying or intrusive ,[object Object]
Consumers enjoy magazine ads rather than finding them annoying or intrusive ,[object Object]
Consumers enjoy magazine ads rather than finding them annoying or intrusive ,[object Object]
Consumers are less likely to multi-task with magazine ads ,[object Object]
Consumers are less likely to multi-task with magazine ads ,[object Object]
Consumers trust magazine ads ,[object Object],                                                                                                       
Consumers trust magazine ads ,[object Object]
Consumers consider magazine content to be valuable ,[object Object]
Consumers consider magazine content to be valuable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumers enjoy magazine ads rather than finding them annoying or intrusive ,[object Object],26% 39% 56% 50% Ads provide useful info about new products/services 21% 30% 40% 39% Ads provide useful info about product use of other consumers 24% 39% 47% 40% Ads provide me with useful information about bargains Internet Radio TV Magazines Positive Drivers
Consumers enjoy magazine ads rather than finding them annoying or intrusive MRI Consumer Innovator Study (Autumn 2006) 32% 27% 30% 21% All ads are alike 46% 47% 63% 25% Ads are repeated too often 33% 22% 31% 15% Ads have no credibility 49% 35% 53% 17% Ads appear at inconvenient moments Internet Radio TV Magazines Negative Drivers
Capitalise on the platform ,[object Object],[object Object],[object Object]

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