Meghan Keane
Business

Dear Advertisers: We Are So Still Relevant. XO, Magazines

Magazine advertising rates may have slipped 7.4 percent in the first half of this year, but that doesn’t mean the glossies aren’t a good place for advertisers to spend their money. Or at least that’s what magazines would like their customers to think. The Magazine Publishers of America, the industry’s trade publication, is introducing a […]

Undertheinfluence
Magazine advertising rates may have slipped 7.4 percent in the first half of this year, but that doesn’t mean the glossies aren’t a good place for advertisers to spend their money. Or at least that’s what magazines would like their customers to think.

The Magazine Publishers of America, the industry’s trade publication, is introducing a campaign today to promote the advertising power of magazines.

According to The New York Times:

“The campaign comprises print and online advertisements as well as information on a Web site (magfacts.org). The goal is to show that advertising in magazines encourages consumers to consider buying products — a phenomenon known as purchase intent — and stimulates them to go online to shop or to learn more about items they might want to buy.”

The MPA is using third-party research to prove that magazines are “the medium of action.” Including data proving that magazines are:

  • #1 in driving search among 18-44 year olds
  • #1 in influencing automotive purchase intent. 2/3 more effective than TV. 1-½ times more effective than online.
  • #1 in influencing purchase intent of packaged goods. At nearly 2x the rate of TV and 3x the rate of online
  • People were 2x as likely to visit a website after seeing a magazine ad.
  • Seeing a magazine ad increased web traffic by more than 40%.
  • #1 in driving word of mouth.
  • #1 in driving brand favorability. 2x the impact of TV and 4x the impact of online.

The advertisements, like the Häagen Dazs spot above, will be tongue-in-cheek portrayals of how advertisements in glossy mags drive readers to buy products. They certainly get the purchasing message across.

Though the blank stare of an individual with buyer's remorse surrounded by unnecessary products may not be the most welcome message. Especially in a recession. Especially considering that they are more reminiscent of campaigns coming from The Anti-Advertising Agency than an advertising advocacy group.