Magazine Advertising

Magazine Advertising Pros

Narrowly targeted audiences. 

Most types feature "split runs" which allow them to customize issues to demographic and geographic customers.

Strong visuals --- great for brand awareness and memorable messages

Portable/long life/passed along

Magazine Advertising Cons

  Audience growth is not keeping up with advertising industry growth as a whole

  Clutter

  Long ad deadlines --- not flexible – lack of immediacy

  Several must often be used to reach target(s), which increases publication costs

Costs and Revenues

  70% subscriptions/30% single copy (off the shelf)

  Escalating postage, paper, distribution costs

  Advertising concentration --- 12 categories = nearly 90% of ads.

  “Too much” discounting as a result of intense competition.

Magazine Elements

Size of Magazine

Standard 8X10: Time, Newsweek, etc

Small 4 & 3/8 by 6 & 1/2 Readers Digest

Oversized: ESPN and others

Position, color, size of ad

Generally sold in full page or fractions of a full page

Covers

4 “covers”

Front cover: "First cover"

Best position, but rarely sold

Inside front cover: "Second cover"

Inside back: "Third cover"

Back: "Fourth cover"

Ad positioning

FFRHPOE "front forward right hand page opposite editorial"

Bleed pages, multi page units, gatefolds

Reduces competition for the reader's attention

Four color is generally worth some added expense, two color isn't.

 
Runs

Partial runs and split runs allow for better reader targeting

Partial run

Usually geographic but can also be demographic/ vocational/special interest.

Result of computer technology and high speed printing

Time, Newsweek etc offer dozens, possibly hundreds of ad packages and rates

 
Split runs

Same ad runs in different editions to test results

Different ads run in same edition to test results

Allows for "split testing."

Rates

Generally determined by circulation

Paid circulation is most verfiable method

ABC: Audit Bureau of Circulations

Discounts

"Off the card:" When magazines offer special rates to certain customers

Frequency

Volume (Bulk)

Remnant

Readership

Determined by paid circulation and "pass along"

Magazine Dates

Cover date: the date on the front cover

On sale date: the date the magazine is issued

Closing date: prints and plates need to be in publisher's hands.

City and Neighborhood Magazines

Huge increase in numbers in the last decade

Also see these related articles: Newspaper Advertising Benefits and Disadvantages, Elements of an Effective Newspaper Ad, and An Overview of Print Advertising Today.