Magazine Advertisements - The Oldest Advertising Media

A magazine is a collection of articles aligned to a particular topic or specialization

or for a specially targeted set of readers which is printed at regular intervals. We now have online magazines as well. A magazine is distinguished from a newspaper in its frequency of publication and its design and layout. Magazine media buying refers to the buying of media space for the purpose of placing advertisements in a magazine.

It is interesting to know that the practice of magazine ad buying by advertisers has been around since the mid-nineteenth century when advertisements began appearing in popular religious magazines. In fact, the founder of one of the worlds largest and most renowned advertising firms, James Walter Thompson began his legendary journey in advertising with magazine media buying! So, it is not something new that we are discussing here, but a practice that has been around since the early days of formal and structured advertising.

Even in todays world of short attention spans and the extensive use of electronic media for informational purposes, printed magazines still continue to survive. They do have their challenges in terms of managing input costs and generating advertising revenues like all other media forms but they are not getting extinct as was widely feared when the internet took off. Magazine ad buying is a very sensible and cost-effective way for an advertiser to reach out to its desired customer base because the profile of the customers who actually read the magazines is known before hand. So an advertiser who is looking to pitch biking gear would buy advertising space in a magazine dedicated to publishing articles related to biking, similarly an advertiser marketing food products would advertise in magazines specializing in food and cooking.

The biggest advantage of a magazine is that people read it at leisure and with the objective of gaining some in-depth information. Unlike newspapers and web articles, which are just browsed over, magazine articles are read with greater thoroughness and time. Research has shown that readers of magazines actually look at each and every page, so advertisements also receive more attention than any other media, thereby making magazine media buying a perfectly rational decision. Not only this, magazines are also widely circulated amongst friends, colleagues and family members of the original buyer, thereby extending its reach. A magazine also has a greater life-span than a newspaper or a web-based article. So all in all advertising in a magazine makes a lot of sense in terms of the money spent vis--vis the number of readers to whom the advertising message is carried out to.

Overall, magazines carry with them a lot of credibility in terms of their content and this is why magazine ad buying is a key part of all forms of media buying activities.

by: Nicoln George

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