Amazing Magazine Industry Trends

• Top reasons to advertise in magazines.
• What is the best position for your ad?
• How do I decide what size ad to run?

Top reasons to advertise in magazines

1. Objective studies have demonstrated magazines to be the best return on investment of any media.
2. Ninety percent of magazine readers pay full and complete attention when reading a magazine—the lowest level of multi-tasking.
3. Consumers have multiple exposures to the content.
4. Magazine readership has continued to grow, with a 5.4% increase among adults since 1998, outpacing the 4.4% growth in the adult population during the same period.
5. Consumers trust and believe magazine advertising more than advertising in any other media (Media Choices).
6. Magazines allow advertisers to hone in on their target market efficiently.
7. The top 25 magazines reach more adults than the top 25 TV programs.
8. The diversity of editorial allows the advertisers to choose the placement of their product to best fit their needs and the reader's needs.
9. The more highly educated an individual is and the higher the household income is, the more likely the individual is to read magazines and the less likely they are to watch TV.
10. The average reader spends almost an hour reading each magazine.

Source: Magazine Publishers of America

What is the best position for your ad?

• The Outside back cover receives 120% more readership.
• The Inside front cover receives 112% more readership.
• The four-color, two-page spread receives 130% more readership.

*Source: Magazine Publishers of America

How do I decide what size ad to run?

Your budget is obviously the place to start in deciding what size ad to run. However, you may want to study the following chart before just choosing a size based on rates. You may actually want to run one full page color ad in every other edition instead of running a 1/2-page ad in every issue. Two 1/2-page color ads will get you 24% more readership and will actually cost you more than running one full page ad which will get 40% more readership.

1. Two-page full color spread +70%
2. Outside back cover full page +60%
3. Inside front cover full page +52%
4. Full page full color +40%
5. Two-page spread, B&W +35%
6. Vertical 2/3-page color +21%
7. Full page B&W +14%
8. Horizontal ½-page color +12%
9. Same readership:

• Vertical 1/3-page color
• Square 1/3-page color
• Vertical 2/3-page B&W

Source for readership %: Magazine Publishers of America

And in other news...

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