BY Kathy Crosett
If you’re selling magazine media space, you know the magazine advertising market has been through drastic changes in the past few years. The value of the U.S. consumer magazine ad market is estimated to be at $7.25 billion this year. PriceWaterhouse points out that print ad revenue will likely be $3.58 billion with digital making up the rest.
Analysts expect the print portion of the magazine ad market to continue falling. However, your accounts can reach their target audiences with properly placed magazine ads, especially if you use AudienceSCAN data.
How Large is the Magazine Audience?
AudienceSCAN, powered by AdMall, reports that around 21% of U.S. adults regularly read magazines in any format. In the past year, 61% of that audience has responded to magazine advertising, meaning they are 49% more likely to do so than all U.S. adults. There are data points that your accounts need to hear.
If your accounts want to connect with engaged magazine readers, let them know that around 10% of all U.S. adults read a digital magazine at least monthly. And 13% read a physical magazine at least once a month. Consumers age 55 and up are most likely to read physical magazines monthly: 17% of this population does. These numbers can translate into big revenue for your accounts if they properly target their audiences.
Who are Magazine Readers?
What distinguishes these consumers and makes them great targets for your accounts to advertise to? Understanding their favorite activities will help. Keep in mind that over 26% of magazine readers shop for fashion items such as apparel and handbags. And 28% are also into home decorating. Pairing content on these leisure activities with great ads will attract their attention.
Over 30% of magazine readers belong to a gym or fitness club. And they don’t just belong — they are 75% more likely than average to work out twice a week. This activity suggests they will be in the market for fitness footwear and apparel.
Open to Change
To maintain their health, 41% of magazine readers take vitamins and nutritional supplements. And 18% will be visiting a dermatologist.
Magazine readers are not set in their ways. In these economically challenging times, they’re open to making changes. In particular, around 20% of the magazine reading audience will seek out a new internet services provider. At the same time, 19% will consider changing their mobile/wireless provider. Magazine readers may be looking to save money — around 20% believe they will be less well off financially a year from now.
Purchase Motivation
Consumers are often indecisive about making a purchase. If that new pair of athletic footwear is not mandatory, they may put it off indefinitely. However, the right angle in an ad campaign can influence the buying decision.
The top purchase motivator for magazine readers is health related. 52% of these consumers want to purchase products that help them feel healthy. In addition, nearly 50% want to purchase products that are comfortable.
Aspirations
Your clients can also connect with target audiences by fueling their magazine advertising with aspirational messaging. Not surprisingly, 60% of magazine readers would like to exercise more in the coming year. They might find that goal easier to obtain if they purchase a better pair of running shoes or pay for a personal trainer.
Conclusion
Magazine advertising can help your accounts drive revenue. Targeting the unique psychographics of magazine readers will make a difference. And if you’re looking for fresh ideas to present to your accounts, check out the AI Idea Generator tool in AdMall.
