10 reasons to choose magazines

1. Love
Readers love their magazines. They pay for them, take time out with them and build a connection with them. There is a magazine for every passion, and a passion for every magazine. 

An advertiser in this environment can benefit from the same association. We can help you build a brand that people love.

 2. Attention ¹
Magazines provide high quality attention that is immersive and focused.

Attention to advertising is one of the highest because they provide a positive content and advertising experience.

Multitasking is at it's lowest with magazines - readers give complete, positive attention.

 3. Engagement
Magazines are an immersive experience.

A major Neuroscience study has proved unequivocally that the magazine environment can elevate levels of engagement in advertising, provoke emotional intensity, which can be encoded into long term memory.

4. Quality ²
The trust and quality of magazine brands transcends the print editions.

Digital strategies have a 40% higher return on campaign KPIS when online magazine brands are included.

5. Ads are welcome
More than 8 in 10 readers enjoy magazine ads.

Readers and advertisers both choose magazines based on the editorial direction. So ads are relevant, and useful.

Here, ads are a part of the desired content. A rare accolade.

6. Desirable audience ³
They're more affluent and educated. They do more, travel more and spend more.

Shoppers who bought a magazine spend 31% more during their shopping trip than non-magazine purchasers.

Magazine shoppers spend 22% more on branded products and shop for them more frequently.

Readers outspend non-magazine readers:

7. Reach ⁴
In a typical month, magazines reach 2.3 million New Zealanders, or 7 in every 10 females or female main household shopper.

8. Amplify ⁵
Extend both reach and performance by including digital sites and social in the campaign.

Magazine media amplifies the impact of digital ⁶

•   +44% uplift online video campaign
•   +31% uplift online display campaign
•   +15% uplift on social media

Magazines online in digital campaigns versus other digital environments

•   +41% online display campaign

9. The long & the short
Marketing experts recommend a mix of long and short term strategies.

While we know magazines can drive activation and you’ll see more of that soon. What they do so damn well is building brand love, recognition and trust.

The strength of digital is a little different. While it’s still a known and trusted brand, there are other benefits, they demand a different type of attention to magazines

In short, they have different roles. Magazines are well suited to long term strategies, digital is well suited to short.

10. Exceptional ROI
Measuring and proving return on investment (ROI) is the biggest challenge for marketers. And while magazines are thought to build brands, do they shift product? According to Mark Ritson “attribution is often flawed”, and the only way to measure the whole customer journey is by conducting a full scale econometrics study.

Sources:
1. Magnetic UK, Pay Attention
2. Magnetic UK, Metrics that Matter
3. Gordon & Gotch 2017, Nielsen Homescan. Nielsen CMI Jan-Dec18 *Read print magazine past month
4. Nielsen Consumer and Media Insights 2018
5. Nielsen Consumer and Media Insights 2018, Google Analytics Apr19, Social and EDM numbers to Apr19
6. IPA Effectiveness Studies, Bridging the long and short term divide