Magazine publishers, like most content providers, have long relied on marketers for most of their revenue. As magazines shift from traditional print to the online publication channel will readers pay attention to the ads? Josh Gordon, founder of Smarter Media Sales, recently studied this topic. Specifically, Gordon was interested in determining whether consumer behavior with respect to ads differs when it comes to a magazine’s digital edition as opposed to a Web site.
First, the study revealed that subscribers to digital magazines spend more time with a digital edition (20–30 minutes) versus a Web site visit (8–9 minutes). And over 7 out of 10 readers said ads were less intrusive and more credible in digital editions than they were on Web sites.
The consumers in this study also expressed their opinions about electronic advertising. The following percentages said the forms were “helpful or interesting”.
- Ads in digital magazines: 63.2%
- Television ads: 53.8%
- Radio ads: 34.8%
- E‑mails: 22.4%
- Ads in e‑mail newsletters: 20.6%
- Website banner ads: 16.4%
- Website pop-up ads: 2.3%
- Ads on mobile phone: 1.9%
In general, subscribers found digital editions of magazine were easier to read, more focused, and better organized than Web sites. These findings suggest that marketers may decide to place online ads in digital editions of magazines, especially to reach specific target demographics. Over time, a growing number of readers may opt to enjoy online magazines which could bring even more ad money into the format.
[Source: Kinsman, Matt. New Study: Digital Magazines Outperform Other Electronic Media With Ads, Readers. Fologmag.com. 11 Mar. 2010. Web. 9 Apr. 2010]