Magazine Ads and Consumer Attention

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:

  • Crafts/​Games/​Hobbies/​Models
  • Metropolitan/​Regional/​State
  • Black/​Ethnic
  • 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

Magazine​.org May 2008 release

 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.