Video didn't kill the radio star. The Internet has not killed the magazine. And a handful of leading media companies are rolling out a campaign to remind readers and advertisers that print is still alive and well.
While magazines have seen a couple years of decreasing ad pages, recently there has been a renewed interest in magazine advertising. One of the benefits of magazines is the lasting power. An article by Russel Adams and Shira Ovide, "Magazines Team Up to Tout 'Power of Print'", from WSJ.com, states:
"The ads press the case that magazines remain an effective advertising medium in the age of the Internet because of the depth and lasting quality of print, compared with the ephemeral nature of much of the Web's content."
"The Internet is fleeting. Magazines are immersive," says one ad, which is slated to appear in May issues of the participating publications. The first spread features a photo of swimmer Michael Phelps from ESPN The Magazine, with the headline "We surf the Internet. We swim in magazines."
Just as video elevated the radio star to a higher level of star power, the Internet does the same for magazines. Particularly with the introduction of the iPad, the Internet creates an alternate source for the reader to access the magazine. The digital version provides a new and easy way of distributing the magazine, which in the end, creates a broader reach and makes the brand stronger and even more powerful. Another excerpt from the WSJ article:
"The iPad is bringing sexy back to magazines," says Robin Steinberg, an executive at Publicis's MediaVest arm who advises marketers on print advertising."
"The Michael Phelps ad is accompanied by an essay about the appeal of magazines. "Even in the age of the Internet, even among the groups one would assume are most singularly hooked on digital media, the appeal of magazines is growing," the ad says. The publishers point to data from Mediamark Research & Intelligence that show magazine readership has risen 4.3% over the past five years.
The power of print.
For readers, a place to find unbiased editorial, a resource to learn about products, services and trends.
For advertisers, a place to fortify branding.
For media companies, the foundation for building a successful community.
Jan Pierret
Jan Pierret
