The consumer magazine market is experiencing huge shifts in the way audiences pay for and access content. The Association of Magazine Media reports that the industry’s ad revenue rose a mere 1.1% in 2013 while ad pages dropped 4.1%. However, some titles fare better than others, even in the print market, and analysts believe that advertisers would do well to target unique audiences through hobby magazines.
Millennials are supposed to be the most sharing generation. Their relaxed attitudes about online privacy have driven marketers to customize and personalize promotional pitches. The only problem is that at least 1/3 of younger consumers are taking action to hide from online advertising according to the Pew Research Anonymity, Privacy and Security Online report.
The good news for marketers is that consumers are more open to purchasing large items, those costing over $500, than they have been in the recent past. Even better, businesses that are selling these large-ticket items have about 79 days to attract shoppers who are in the buying state of mind. The results of the GE Capital Retail Bank’s Major Purchase Shopper Study also shows that more consumers are starting their research online which means retailers need to strengthen their websites in order to connect with these potential customers.
College students continue to adopt the use of new tech gadgets at an astounding rate. Despite owning an average of 6.9 devices, today’s students still spend plenty of time watching TV. Crux Research’s College Explorer survey finds that second-screening on social media may not be as important to marketers as a good mobile presence when they are courting students.
In only one decade, Hispanics in the U.S. increased from 13% to 16% of the population. By 2015, these consumers are expected to wield spending power of up to $1.5 trillion. Marketers are striving to find the right strategies to reach these consumers and, in some cases, this means targeting Hispanics by generation.
Technology is giving more U.S. workers the flexibility to work from home. About 4.3% of employees enjoy this benefit. But nearly twice as many workers, 8.1%, endure commutes of 60 minutes. And, these consumers make key targets for marketers who use out-of-home messages.
Consumers with household incomes exceeding $250,000 may be the target of higher tax rates but they are also a key audience for marketers. Nearly 7 million U.S. adults enjoy these high income levels; however, they aren’t identical with respect to media use. Marketers who target affluents by age group and in specific environments will have the best success in getting their messages through.
Consumers are using their mobile devices for everything from talking to texting to shopping. As a result, marketers are set to make mobile their top priority this year. But, they should know that less is more when it comes to connecting with customers in this format, especially for mobile phones.
With so many consumers now dependent on feature or smartphones, wireless carriers may be tempted to compete as if they’re in a commodity industry and advertise solely on price advantages. These marketers likely know that up to 36% of wireless customers are considering a move to a different carrier in the next year. But new research shows that wireless operators can increase loyalty and reduce the risk of churn by marketing strengths other than price.
By some estimates, the LGBT demographic group totals between 16 million and 25 million in the U.S.. Only a few years ago, marketers risked raising consumer ire by running ads targeting the LGBT population. But the mood of the country has changed and analysts believe marketers will be steadily