Positive Attributes

Have high-fidelity color produced on quality paper, allowing for effective product presentation.

Can bind-in preprinted material supplied by the advertiser or "float" the material within its pages.

Offer the opportunity for long copy exposition via full-page or multiple-page ads.

Allow distribution of reader-response materials: coupons, sweep- stakes/contest entry forms, surveys, etc.

Offer permanence of the advertising message--for 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.

Can accommodate unique creative executions similar to those of magazines and newspapers.

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.

Can be relatively cost-efficient, depending on the target audience.

Usually require a lower advertising production cost than some other media forms.

Produce frequency of exposure--by a reader seeing the same adver- tisement more than once in an issue (repeat readership).

Reach people who are lightly or not exposed to other media forms, and thereby extend reach and/or frequency.

Immediately deliver nearly their entire audience in one day.

Can be purchased nationally, regionally, or locally.

Generate a relatively higher local market penetration than typical consumer magazines.

Can accommodate dealer listings.


Negative Attributes

Are non-intrusive relative to broadcast, because the reader controls page turnings.

Do not (except for microchip insertion) offer sound.

Currently do not offer motion.

Require advertising materials (mechanical, keyline) well in advance of issue date--usually a longer lead time than some other media.

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.

Require a proportionately high out-of-pocket cost for national coverage.

Are relatively cost-inefficient for large space ads.

Are short-lived and do not offer substantial pass-along audiences.

Do not deliver non-adult audiences to the extent other media do.

Usually do not expose an advertising message to more than one person in a household 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.