It seems the old mammoth of the advertising world is not finished just yet.
As online magazines continue to grow, they also continue to be inspired by the old model, with publishers hiring experienced journalists to write about topics that are usually the domain of our favourite weekly glossy mags.
Topics such as travel, beauty, health and food are all getting more dedicated airtime in the digital sphere.
Digital publishers are creating equity in their products by positioning them as magazines. Applying the age-old term gives advertisers a reassuring nudge.
It reminds them that despite the digital medium, online magazines are driven by high-quality, editorial content; read by real audiences, invested in the content they choose to read. There is a tangible connection between readers and revenue.
Much like, yes, you guessed it - traditional print magazines.
The benefits of magazine advertising
So what’s the appeal? Why are digital publishers – in a time of technological change and endless possibilities still referring to traditional methods of doing things?
Well, firstly, the word ‘magazine’, as mentioned before is loaded with positive connotations for advertisers and publishers alike. It is suggestive of value to an advertiser, it promises storytelling and personality.
The traditional formats also have a loyal and trusted following. And, it is this sense of legacy and history on their side that they can wield at advertisers. Their buying and selling rates have been in place for a long time and this is where they maintain value in the product – regardless of how fast and ruthless the digital revolution becomes.
What’s more – the experience offered up by reading magazines remains unique. The medium requires people to concentrate in a way like no other; it’s different to watching screens, entirely more absorbing, and this is another USP of press advertising.
In the face of their rapid decline, print magazines still maintain a wide, broad audience and advertisers know this. This huge-reach is what businesses and brands need to keep in mind when considering where to advertise a campaign.
It might be easy to dismiss print press straight-up. Especially with all the hurried and breathless talk of digital being the go-to place for your marketing and advertising needs. And of course, it certainly is, even if the fragmented nature of online audiences is still being pieced together to make it a more cohesive medium in which to promote your business.
Just remember this: you’d do well to look into the benefits that are to be gained from print advertising.
So, in conclusion, digital may have won the battle, but print is winning the war where reliable and consistent revenue is concerned.
Find out more about press and magazine media advertising.