Magazine advertising has long been considered one of the best ways to use print media to promote a business, a product, or even just an exciting opportunity. Magazine, both trade and business journals, are a major medium for business to business marketing. Magazines and Journals may be weekly fortnightly, monthly or quarterly publications. Special magazines for women and children are also published. Special issues are made during festivals. Magazines like India Today, Business India, Business World, etc., are some of the popular magazines in India.
Advantages of Magazine Advertising:
1. Suitable for Specific Demographic Audience
Magazine reaches out to a customer within targeted demographics, and thus the marketing efforts will have exposure to many potential prospects. Especially it is suitable for office goers.
2. Long Life Span
A magazine is more than a simple news source or bit of entertainment. It’s a periodical piece of literature that many subscribers save to review more than once. This gives the advertisement potential for repetitive exposures.
People read magazines at doctor’s offices while they are waiting. Friends give magazines to each other to read. Magazines may be read at coffee shops, bookstores, or even at the beach. Some customers read magazines while waiting in a checkout line at the grocery store.
Magazine titles are well respected in their field, so an advertisement in these will increase the prestige of product/service. Eg the advertisement of cosmetics can be given in women era magazine which has high demand among females.
5. Visual Quality
The visual quality of magazines tends to be excellent because they are printed on high quality paper that provides superior photo reproduction in both black and white and colour as fashion advertisers in particular.
Ads in magazines look better and so is the product, because of better quality paper, colours, fonts, sizes, inserts, etc. This medium can be used more thoroughly to distribute attached promotions, coupons, samples etc. For example, a cologne advertisement in magazines usually attached to a sample paper with its smell.
7. Audience Receptivity
Magazines have a high level of audience receptivity. The editorial environment of a magazine lends authority and credibility to the advertising. Many magazines claim that advertising in their publication gives a product prestige.
8. Sales Promotion
Advertisers can distribute various sales promotion devices such as coupons, free samples and information cards through magazines. The readers can take the benefit of it by redeeming it in nearby store.