- Posted by Nigel Edelshain
- On September 25, 2012
While a lot has been said about the demise of print media, many advertisers are still finding that magazines are more effective at driving web traffic than some new advertising platforms.
Magazines Are Engaging
Unlike television and the internet where ads are usually seen as intrusive and annoying, magazine readers expect a healthy amount of related advertising as part of their content. In a recent study by Experian Simmons, magazine readers were much more receptive and paid more attention to ads than web users. More than 62% of people were interested in seeing ads in magazines while just over 50% were interested in web ads.
Magazines Are Trusted
Because most magazines are established publications with extensive track records in their niche, they are more trusted than television, radio, and the Web. A recent Nielsen study found that 47% of people trust ads in magazines, more than any other medium. Meanwhile, less than 35% trusted search engine ads, online video ads, and social network ads (source: the MPA.)
Young People Still Love Magazines
Many businesses look only to the Internet and social networks to target younger audiences but almost all young people still read magazines. In fact, 96% of adults under 25 read magazines and they read more magazines than older adults. In the past month, the average adult under 25 has read 8 magazines, considerably more than adults 35+ (source: the MPA.)
Magazines Drive Web Traffic
If your goal is to drive customers to your website, you may be surprised how much more effective magazine ads are than other types of ads.
Over 36% of adults will search out a product they are interested in and saw in a magazine while only 26% will search out a product in an email ad, 24% will search out a product they saw in a Web ad and 17% will search out a product they saw on Twitter or Facebook.
Research data shows that traditional print magazines may be a great way to bolster your online efforts. When considering ways to drive traffic to your website or social profiles it seems you should not discount magazines – even ones on paper!
What’s your experience?