- Posted by Nigel Edelshain
- On October 23, 2015
- Print magazines
Marketers everywhere are pouring more and more money into digital channels—even in healthcare, which as a whole lags behind other industries. There’s no reason to think that this trend won’t continue in 2016 and beyond, as marketers go where consumers go.
But even as digital grows, at least one print medium is still growing, too. More and more people are reading print magazines, and advertising in them continues to find success. Whether you’re thinking about running ads in local publications or customizing a branded print magazine, here are six facts from the latest Magazine Media Factbook that show print can still a powerful medium for your hospital.
1. More Americans read print magazines than use the Internet
I’ve written about this stat before, but it’s crazy enough to repeat. 91 percent of American adults have read a magazine in the last six months, compared to 85 percent of American adults who surf the net. While the potential reach of a digital ad may be greater than one in print, these numbers clearly show that Americans haven’t stopped reading magazines like they have other print media.
2. Magazine readers are active
Magazine readers are more likely to practice yoga or pilates, cook for fun, do aerobics, walk for fitness, or use a health club or gym than other consumers. That makes them a perfect audience for healthcare content and advertising, whether it’s health and wellness tips, healthy recipes, community event listings, or ads for services that can help them stay fit.
3. Magazine readers are diverse
Print magazines are a great way to reach diverse populations, with 90 percent of African American adults reading print magazines, 88 percent of Asian American adults, and 86 percent of Hispanic American adults. They’re not just reading magazines occasionally, either—those three populations read between 9.5 and to 12.8 issues per month, compared to the average American who reads 9.3 issues per month.
4. Magazines engage readers
Think of magazine readers and you may picture bored people flipping through pages in waiting rooms, but the reality’s far from that. The average reader spends more than 53 minutes on each issue, and if you multiply that by 9.3 issues the average reader spends more than 8 hours reading magazines each month. That’s the equivalent of an entire workday consuming magazine media.
5. Magazines drive more healthcare actions than any other medium
It’s not enough for people to just read about your hospital, though—ideally, you want them to take some sort of action as a result of seeing your content or ads. Magazines excel at this, driving more people to call a toll-free information line, talk to a friend or family member, or even make an appointment than TV, radio, newspapers, or the Internet.
6. Top digital brands publish print magazines
It’s easy to find stories of brands moving from print to digital, but the reverse happens too. Major online businesses like WebMD and Uber have partnered with custom publishers to launch print magazines because they build connections and communities. Most hospitals publish some sort of newsletter, but a custom magazine can be a gorgeous, polished marketing vehicle to truly make your brand stand out.