Although we live in a distinctly digital age, and your company should always strive to meet your customers and potential customers where they are in their journey to purchase, including digital platforms; magazines can still play an important role in your media plan.
Many forms of advertising are generally disruptive in nature. Consider the radio ad that interrupts your favorite music; the mid-roll ad that disrupts your how-to video; or that pop-up digital ad that covers the screen you’re reading. These tactics have one thing in common, they get in the way of the primary intent of the consumer.
But consider the experience of a magazine reader. Paging through a magazine of interest is starkly different from surfing the web or repeatedly hitting the seek button on your car radio to avoid ads. Magazine reading is an enjoyable and relaxing lean-back experience. The reader is fully engaged with the content and interacts differently with the adjacent advertising. It’s a fully immersive experience where the content and advertising are integrated into a singular and enjoyable part of a busy day.
This environment creates an ideal opportunity for your business to connect with consumers when they are open to being engaged.
Magazines are a terrific ‘top of funnel’ advertising tactic in the awareness and consideration stages of the purchase journey. These stages are where customers are learning about your business and how your product might fill a need. Here customers are gathering information and seeking who they can trust.
Magazines create a great platform for delivering your message in an engaged environment and adjacent to a magazine brand your potential customer trusts.
Magazine advertising can be valuable for local businesses because it allows advertisers to reach specific audiences, and magazine ads can be more credible and trustworthy than digital advertising. Here are some reasons magazine advertising can be valuable to your local business:
- Targeted Audience: Magazines are geared toward specific demographics and interests, so advertisers can reach their ideal audiences.
- Content Adjacencies: Having your advertising adjacent to content of interest to your customers, and aligned with your business, can have significant value.
- Longevity: Magazines have a longer shelf life than digital content because readers often keep and share them or display them in waiting rooms.
- Visual Appeal: Magazines can be visually captivating, which can help grab a readers’ attention. Your advertising will be presented in an equally high-quality environment.
- Trust: Magazine readers typically have an affinity and trust for the magazine brand they are reading. Your business can benefit from this goodwill by being associated with that brand.
In this world of fast-paced media, with advertising being sent to us more than 6,000 times per day, engaging with content, and your associated brand, in a relaxed and engaging environment represents an ideal way to build awareness and trust for your business.
Sentinel Solutions understand all important media, including magazines, and how they can help to make your integrated multimedia campaign more effective. We can develop a custom and integrated multimedia marketing program, engaging with potential customers all along their path-to-purchase, to help your business grow.
Give us a call if we can help at 603-352-5896 or e-mail to Advertising@SentinelDigitalSolutions.com. We’re here to help you succeed.
