Magazine Readers WANT to see Ads!
Is your ad an irritating intrusion or a welcome addition? Of all the media formats in which you can advertise, Magazines are the place where your ad is MOST welcome.
Magazines Canada offers the following research (see insert), indicating magazine readers EXPECT and ACCEPT that ads are part of their reading experience. In fact, some readers have told me magazines wouldn’t be worth reading if they didn’t contain ads of products and services to consider.
This is in sharp contrast to how people view ads on the Internet, TV or radio – where, according to Magazines Canada, the presence of ads is an irritation. Over 40 percent of the people surveyed said they would like ads eliminated on the Internet. Only 7% said they give online ads their full attention.
Would you think a viewer’s responsiveness to your marketing message might be influenced by whether they are feeling irritated or receptive at the time of viewing? My thought would be YES.
This is one of the many ways in which magazines outshine other types of media when it concerns advertising. Magazine readers have a predetermined bias that favours ads. People expect ads in magazines. They welcome them and say it enhances their enjoyment of the content.
Next time you wonder about where to put your advertising, remember that magazine readers WANT to see your ad. It should make your decision easier.
Resource: Magazines Canada – research sourced from Adobe Systems Click Here Study, October 2012.
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