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Advertisers increased ad placement on magazine websites by 23%
Magazines are valued as trusted sources of high-quality journalism and provide a brand-safe environment for advertisers. Latest research offers insights into how publishers and advertisers can work together to maximize their impact.
Americans of all ages read magazines (print and digital), especially younger adults, according to the 2022 Magazine Media Factbook. 88% of US adults read a magazine in the last 6 months, the figure rises by a percentage point for readers under 35. Moreover, “magazine readership is diverse with strong readership across every age, ethnicity, and sexual orientation,” the report adds.
The report presents the latest research trends and data points which demonstrate the “continued enthusiasm for magazine media, as well as the strong credibility and trust magazine media enjoy with their readers.” They are based on inputs from News/Media Alliance’s over 2,000 members of today’s most trusted and compelling news and magazine media organizations in the United States and globally. The insights on magazine consumption and audience preferences will help publishers collaborate more effectively with advertisers.
“Valued as trusted sources of high-quality journalism”
Overall magazine audiences are growing, having increased albeit slightly, from 221.9M in 2020, to 222.2M in 2021.
“Magazine media have long been valued as trusted sources of high-quality journalism,” says David Chavern, President and CEO, News/Media Alliance, “that provide our audiences with the information they need and want, alongside advertising that speaks to them.”
They also provide a brand-safe environment for advertisers. Magazines provide a “uniquely powerful combination of trusted content and relevant, targeted advertising in an optimal environment in which readers are predisposed to receiving – and acting on – their messages,” adds Chavern.
Readers turn to their preferred magazine publications because they want trusted and credible sources of information.
David Chavern, President and CEO, News/Media Alliance
Research has found that magazines are better at persuading readers to take action on ads compared to other media. They also influence purchase decisions regardless of where they are placed, the report states.
76% magazine readers who see an ad take action
57% of adults in the 18-49 age groups say ads in magazines fit well with the content, more than other media. 3 out of 4 (76%) magazine readers who see an ad take action. 23% go on to look for more information about the product/service. 21% say they have a favorable opinion about the advertiser, the same number also visit their website.
Advertisers increased ad placement on magazine websites by 23% in 2021 compared to 2020.
MediaRadar, Inc. January to December, 2021 vs 2020
A survey of women of all ages found that engagement with both a magazine and its website increases ad efficacy. “This combination drives greater stopping power and actions taken,” the report notes.
“Work together to maximize their impact”
Magazines are also going strong vis-a-vis subscriptions and maintain strong readership throughout the year.
Research has found that social media across all ages engage with magazines on social. “Magazine readers are more active on social media than the general population,” according to the report. “They are likely to rate/review a product or service and click on advertisements.”
Moreover, trusted recommenders across categories like healthcare, automotive, vacation travel, finance, technology, and food prefer magazines as a media source across several categories. They also influence fashion and beauty category shopping behavior and are more likely to influence other consumers’ media and entertainment choices, the report states.
“Magazines provide an ideal environment for advertising that inspires action,” says Chavern. “Our members are trusted sources of information that readers want and need, with thoughtful, relevant, and interesting ads that make readers feel heard and understood. That translates to more sales and a greater return on investment for marketers.”
The advantages of advertising alongside magazine media are established and have long been understood by marketers. It is more important than ever that publishers and advertisers understand the value they bring to each other so they can work together to maximize their impact and continue to see amazing results.
David Chavern, President and CEO, News/Media Alliance
Alliance members can access the full Factbook here (member login required). All others may request a copy of the Factbook by emailing Alliance Vice President of Research & Insights, Rebecca Frank at rebecca@newsmediaalliance.org.
