Marketers Returning to Magazines

With luxury shoppers venturing back into the market, magazine publishers are feeling optimistic. Several publishers have reported rising magazinereaderdemand for ad pages. The demand, and ad money,  is coming from both domestic and international brands, especially those in the fashion sector.

Print magazines had suffered a drop in ad pages during the recession and the industry saw a 5.6% decline in the first few months of 2012. But so far this year, the overall drop has only been 0.9%. Several large publishers – Conde Nast, GQ, and Glamour – have  experienced a jump in ad pages according to a recent article in AdAge.  While luxury marketers have been driving demand so far this year, analysts believe that the automotive industry will generate growth in the second quarter. Automotive is also expected to have a broader reach and will buy across several kinds of titles.

Not all industries have increased their magazine ad spending this year, though. For example, quick-​serve restaurants and drug companies with OTC products have been slow to recover. Publishers have also noticed that as the economic situation in Europe worsens, international luxury marketers are hoping to find an audience in the U.S. and have begun buying pages in popular titles.

Despite the industry optimism, magazine publishers understand that their future is, at least in some part, digital. For now, luxury shoppers enjoy the touch and feel off glossy pages. But eventually, more consumers will read these publications online. When that happens, magazine publishers will be prepared. Many are already experts at helping their clients with digital marketing services.

To learn more about Magazine Ad Responders, check out the Audience Interests & Intent Report available on the Research Store at ad​-ology​.com.

[Sources: Saba, Jennifer. There’s Gold in Luxury Ads. Reuters​.com. 31 Jan. 2013. Web. 3 Apr. 2013;  Magazines Feeling More Optimistic. Adage​.com. 21 Mar. 2013. Web. 3 Apr. 2013] 
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.