Digital content environments are known for short attention spans, and difficulty introducing advertising for unknown brands and products because the user has so much control, to the point of blocking banners. “Magazines don’t have the issue of ad avoidance… People happily read ads alongside content in magazines, and are equally likely to remember ads and editorial.”
Perhaps what the publishing industry hasn’t understood is that we were in a print bubble in the late 1990’s and early years of this century. We believed, for some reason that the market needed dozens of home magazines. We believed that the world needed hundreds of tech magazines and more than a dozen national parenting and baby care magazines. In many, if not most, business-to-business sectors there have been 3 or 4 or even five entries.
Now, there is more evidence of those values that print delivers; values that readers and advertisers are, and will continue to be willing to pay for. “Study after study is showing what print can deliver to advertisers and to readers at the same time. The return on the investment is great for both customers.”
Print has not lost the values that make it important to loyal readers in any sector. Print is far more trusted than online, readers love the permanence of print and the experience of browsing through the pages of a favorite magazine discovering new ideas and products and services through advertising that they would never have searched for in a digital world.
