Positive and Negative Attributes of Magazines »
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Positive Attributes
* Offer a wide array of editorial formats and different editorial focuses to reach readers while they have a specific state of mind, which can complement a specific advertising message.
* Have high-fidelity color produced on quality paper, allowing for effective product presentation.
* Are capable of reaching specific demographic groups with relatively minimal waste to groups outside the target audience.
* Offer the opportunity for long copy exposition via full-page or multiple-page ads.
* Can bind-in preprinted material supplied by the advertiser.
* Allow distribution of reader-response materials: coupons, sweepstake/contest entry forms, surveys, etc.
* Offer permanence of the advertising message--repeat exposure during a second reading of the magazine, for clipping/saving/reference, and for exposure to others who might read the same copy.
* Are capable of reaching large numbers of people, either as a single entity or when purchased in combination with other titles.
* Can accommodate unique creative executions: microencapsulation, holograms, microchips, die-cut pop-ups, special inks, unusual space configurations, inkjet personalizing for each reader of the publication, etc.
* Can be purchased nationally, regionally, or locally.
* Can be purchased to reach specific demographic segments within the total readership of the magazine.
* Allow distribution of the advertisement to possible nonreaders who might be part of an advertiser's secondary target audience (its employees, the trade, etc.) via overprints.
* Depending on the target audience, can be relatively cost-efficient compared to other media forms.
* Produce frequency of exposure--a reader may see the same advertisement more than once in an issue (repeat readership) or may read other magazines on the advertising schedule.
* Reach people who are lightly or not exposed to other media forms, and thereby extend reach and/or frequency.
* Can accommodate listings.
Negative Attributes
* Unlike broadcast media, do not deliver their entire audience instantly. A magazine accumulates its audience over time depending on when a reader decides to read it and when pass-along audiences are exposed to it.
* Charge relatively high-cost premiums for purchases that are less than full-run.
* Do not (except via microchip insertion) offer sound.
* Currently do not offer motion, as TV does.
* Do not generally offer the total reach potential of other media forms.
* Require advertising materials (mechanical, keyline) well in advance of issue date--usually a longer lead time than some other media (with the occasional exception of those magazines offering a "fast close").
* Once in the printing process, cannot be cancelled, thus becoming relatively inflexible for accommodating last-minute changes.
* Do not produce as high a frequency level as other media forms.
* Usually do not expose an advertising message to more than one person at a given moment.
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This resource is (c) NTC Books and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.
Positive Attributes
* Offer a wide array of editorial formats and different editorial focuses to reach readers while they have a specific state of mind, which can complement a specific advertising message.
* Have high-fidelity color produced on quality paper, allowing for effective product presentation.
* Are capable of reaching specific demographic groups with relatively minimal waste to groups outside the target audience.
* Offer the opportunity for long copy exposition via full-page or multiple-page ads.
* Can bind-in preprinted material supplied by the advertiser.
* Allow distribution of reader-response materials: coupons, sweepstake/contest entry forms, surveys, etc.
* Offer permanence of the advertising message--repeat exposure during a second reading of the magazine, for clipping/saving/reference, and for exposure to others who might read the same copy.
* Are capable of reaching large numbers of people, either as a single entity or when purchased in combination with other titles.
* Can accommodate unique creative executions: microencapsulation, holograms, microchips, die-cut pop-ups, special inks, unusual space configurations, inkjet personalizing for each reader of the publication, etc.
* Can be purchased nationally, regionally, or locally.
* Can be purchased to reach specific demographic segments within the total readership of the magazine.
* Allow distribution of the advertisement to possible nonreaders who might be part of an advertiser's secondary target audience (its employees, the trade, etc.) via overprints.
* Depending on the target audience, can be relatively cost-efficient compared to other media forms.
* Produce frequency of exposure--a reader may see the same advertisement more than once in an issue (repeat readership) or may read other magazines on the advertising schedule.
* Reach people who are lightly or not exposed to other media forms, and thereby extend reach and/or frequency.
* Can accommodate listings.
Negative Attributes
* Unlike broadcast media, do not deliver their entire audience instantly. A magazine accumulates its audience over time depending on when a reader decides to read it and when pass-along audiences are exposed to it.
* Charge relatively high-cost premiums for purchases that are less than full-run.
* Do not (except via microchip insertion) offer sound.
* Currently do not offer motion, as TV does.
* Do not generally offer the total reach potential of other media forms.
* Require advertising materials (mechanical, keyline) well in advance of issue date--usually a longer lead time than some other media (with the occasional exception of those magazines offering a "fast close").
* Once in the printing process, cannot be cancelled, thus becoming relatively inflexible for accommodating last-minute changes.
* Do not produce as high a frequency level as other media forms.
* Usually do not expose an advertising message to more than one person at a given moment.
______________
This resource is (c) NTC Books and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.