Bauer Media Group

Why magazines? Five good reasons

The media landscape has changed dramatically providing consumers with more options than ever before as to how they spend their time. As a result, marketers are faced with increasingly challenging questions: when, where and how do you best reach them

Listed below are just some of the ways that magazines allow you to answer these questions.

1. REACH

   Magazines work alone or as part of a multi media strategy to drive awareness through significant REACH. A single page in The Australian Women's Weekly alone reaches over 2 million readers.

2. RECEPTIVITY

   Magazines deliver more than just eyeballs, they deliver engaged reach. Studies consistently show that magazines are the medium that carry advertising that consumers deem 'appealing', 'relevant' and 'welcomed'. Consumers are RECEPTIVE to receiving your message when consuming a magazine.



3. CONNECTIONS

   Magazines build and support brand EQUITY and FAVOURABILITY. Magazines are communities that readers identify and bond with. Magazine advertising benefits from being a part of this community by showing consumers that you understand their interests and needs..

4. PURCHASE INTENT

   Magazines drive PURCHASE INTENT through appeal and influence. Magazines don't just deliver a message – they deliver a message with influence to a consumer with an interest.

5. MOMENTUM

   Magazines drive further action. The MPA's 2007 Matchmaker study concluded that magazine advertising drove online search more than any other medium (including online itself!). It make sense that the medium consumers say has the most relevant, useful and appealing advertising, is the medium that drives the most online visits.