Is advertising in magazines a good bet for your clients? Research indicates that one-third of all magazines in the US target consumers. Of the 6,734 consumer magazines currently being published, 5,950 have websites. While between 80 and 90% of US adults read magazines, an average of 11 titles each month, the reading is increasingly being done online. The growth rate in unique visitors to online magazine sites exceeded 11% between first quarter 2007 and first quarter 2008.
There's no question that magazines represent a medium where consumers and marketers meet but some categories appear to be more popular than others. By category, here’s where the most new magazines were issued in 2006:
- Special Interest
- Entertainment/Performing Arts
The diversity of magazine readership can also help your clients reach specific consumer group. For example,
- 83% of African-American adults read magazines. They read an average of 12.3 issues per month, compared to 9.4 issues (per month) for all U.S. adults.
- 78% of teenagers read magazines.
- More than 75% of adult Hispanic/Latinos read magazines, averaging about 8.7 issues per month.
Buying a combination of online and offline ads in regional or ethnic-specific magazines may be an effective way to get your clients’ products noticed by consumers.
The Magazine Handbook 2007/08