Advantages of Magazines

Magazines have a number of characteristics that make them attractive as an advertising medium. Strengths of magazines include their selectivity, excellent reproduction quality, creative flexibility, permanence, prestige, readers' high receptivity and involvement, and services they offer to advertisers.

Selectivity One of the main advantages of using magazines as an advertising medium is their selectivity, or ability to reach a specific target audience. Magazines are the most selective of all media except direct mail. Most magazines are published for special-interest groups. The thousands of magazines published in the United States reach all types of consumers and businesses and allow advertisers to target their advertising to segments of the population who buy their products. For example, Modern Photography is targeted toward camera buffs, Stereo Review reaches those with an avid interest in music, and Ebony focuses on the upscale African-American market. Many new magazines are introduced each year targeting new interests and trends. According to Samir Husni, who has been tracking magazine launches since 1985, the category with the greatest number of new magazines during the past 15 years is sports.3 Nearly 1,000 new titles have been introduced into the crowded sports magazine field, with many of these launches occurring in recent years. Many of the new magazines are targeted at nontraditional sports, such as skateboarding, snowboarding, wrestling, and weight lifting. For example, Muscle & Fitness Hers is a new magazine that targets women who are into serious fitness training and weight

Exhibit 12-5 City magazines offer advertisers high geographic selectivity

Exhibit 12-4 Muscle & Fitness Hers is one of the many magazines launched in the sports category in recent years lifting (Exhibit 12-4). Weider Publications launched the magazine in response to the recent dramatic increase in strength training by

Continue reading here: High Demographic And Geographic Selectivity

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