Market Summary - Magazine Advertising Insight

At a Glance

Magazine Advertising Insight

• More than 4,750 B2B magazines are published in the UK
• There are nearly 2,900 consumer magazines available in the UK
• Consumers spend more than £1.9bn on consumer magazines each year
• Total magazine distribution increased during 2010:

• Magazines are read by 87% of the population
• 18 – 24 year olds are more likely to read magazines than any other age group

Hot Topics

What is Magazine Advertising?

How Does Magazine Advertising Work?

When Mediacom USA invited core magazines readers to select 10 pages from their favourite magazine which best represents the title, 30% of selected pages were advertising.

While consumers are likely to try and screen out advertising in other media, it is viewed as part of the overall offering within magazines. As such readers find advertising less intrusive than other media such as online and television.

The reader approaches the magazine in a frame of mind geared to absorbing that particular magazine's personality and opinion. They expect relevance and consonance between the character of an advertisement and the magazine. So, when an advertisement in a magazine resonates with the character of that magazine's personality, it is capable of achieving a synergy with the rest of the content.

This all contributes to an environment where advertising clutter becomes an insignificant factor in comparison to other media. 

Key Features & Benefits of Magazine Advertising

Magazines are thriving

• There are nearly 2 900 consumer magazines in the UK.
• Magazines reach 87% of the adult population.
• UK consumers will spend £1.9bn on magazines this year.

• 15 – 24 year olds are the age group most likely to read magazines.
• 91% of this age group read magazines but are light users of broadcast media.
• They read 24% more titles than the average British adult.

• Magazines are seen as a trusted friend.
• They are kept and referred to.
• They are viewed as long term companions.

• They spark conversations with friends, family and colleagues.
• Magazines are an advocate for communities of common interest.
• They provide a halo effect for advertising featured alongside relevant.

• Magazines and television are the most effective media in driving word of mouth.
• They outperform newspapers, radio and the internet in 10 out of 11 categories.
• Magazines drive WOM among 57% of the population.

• They provide access to natural networks of common interest.
• Magazines stimulate interest in a topic and then direct readers to Further avenues to explore.
• They work hand in hand with digital because core magazine readers are techno-savvy.

• The targeted nature of magazines means that ads are relevant.
• They’re not an interruption of content, but part of the offering as a result, there is no issue of advertising clutter in magazines.

• Magazines are the primary driver of online purchase in 70% of product categories.
• They are most effective medium to drive online purchase of cosmetics, fashion accessories, toiletries, entertainment tickets, food, clothing, travel tickets and holidays.

• They deliver a 79% ROI during the campaign.
• Expanding to 177% over a 12 month period.

• At 1/3 of the cost of television.
• Increasing the reach of light TV viewers by 50%.
• Increasing frequency by 25%.

Key Audience Strength of Magazine Advertising

• Magazines enjoy a unique and intimate relationship with it reader resulting in an unmatched level of reader engagement

• Magazine readers are more receptive to well targeted advertising than users of other media

• Magazines reach 87% of the population, so can be used for mass market campaigns but also allow for targeting of consumers by specific interest or lifestage

• Magazine are unique in that it is the only traditional medium which attracts young upmarket audiences making it a perfect companion to television (older downmarket) and newspapers (older upmarket)