Ten Reasons Why Magazines are Still the Strongest Media Brand – Steve Blacker

1 Does any other medium offer a quotGood Housekeeping Sealquot of approval Magazines have a unique relationship with their readers subscribers are akin to members of a fashion Vogue Bazaar Elle or travel Conde Nast Traveler Travel ampamp Leisure club They not only share common interests and a sense of community but rely upon their magazines as a quotsource guidequot2 When a TV personality reaches real star power what do they do next If they are Rachael Ray Martha Stewart Oprah or Dr Oz they launch their own magazine Why Because magazines will live on long after the TV show has ended And having your own magazine is limited to only a few and reflects true star power3 While many magazines may be offering lower subscription prices than 5 to 10 years ago magazines are still one of the few mediums people pay for Whether you are paying over 100 a year for a subscription to People almost 50 for The Nation or under 7 for Esquire there is still a strong reader commitment People only buy something that they are truly interested in and that has value for them4 Portability There is both a tactile pleasure and ease of portability with magazines Rather than a minute screen there are full pages that one can easily transport to read at one39s leisure ie waiting to pick the kids up at school sitting in a doctor39s office etc5 An ad in a magazine gets a readeramp8217s full attention According to syndicated research most people spend close to an hour or more reading a magazine6 Credibility and affinity In study after study readers state that when they see an ad in a magazine it increases their likelihood to consider purchasing the item or service featured When someone is reading a fashion magazine and sees a fashion or beauty ad they are most prone to be receptive versus seeing a TV spot or banner ad pop up on their computer or mobile phone The same is true for a food ad in a food magazine or a travel ad in a travel magazine Magazines tend offer compatible editorial environments for virtually every ad category7 Magazine brands have attributes that are easily portable to other platforms Carol Smith took Elle Magazine to quotProject Runwayquot Grayden Carter39s Oscar Party is still the most sought after ticket and Sports Illustrated39s Swim Suit Issue creates multiplatform appeal8 An ad in a magazine has an extended shelf life and the opportunity to be seen by multiple people multiple times9 The brand equity of a magazine is transferable to the advertiser39s brand Many magazines have been around for 50 years or more a few even longer Generations of women have grown up on Cosmo the magazine39s brand equity is stronger than a TV network or Web site The same is true for Sports Illustrated Vogue Family Circle GQ Esquire Car ampamp Driver Glamour and numerous more10 Magazines are the consumeramp8217s source guide Magazines influence the food people buy to use a recipe the beauty products a woman uses to replicate a particular look or the car a family purchases due to a review in Car ampamp Driver It was a magazine TV Guide that helped establish television by letting people know what shows to watch While magazines are not thought of as new media magazines remain the strongest and most effective medium an advertiser can rely upon A click on a web site does not build brand equitySteve Blacker39s most recent book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBloggers commentaries at Media ReinventionsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Ten Reasons Why Magazines are Still the Strongest Media Brand – Steve Blacker

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Ten Reasons Why Magazines are Still the Strongest Media Brand – Steve Blacker

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