The Millennial Mind: Are Digital Magazines a Good Opportunity for Advertisers?
Posted: August 7, 2012 | 8:43 ET
Print media outlets – big and small – are pioneering new ways to adapt, evolve and survive in our changing environment. Digital magazines are one way the magazine industry has embraced the electronic age. Since they’re relatively fresh, publishers have to work to convince advertisers to take the leap. But, recent studies reveal that digital magazines, and more specifically new apps like “Next Issue”, pose big potential for advertisers.
Enhanced Advertising Opportunities
Digital magazines allow advertisers to use elements like video, sound, slideshows and animation to better engage readers. A study from Adobe found that digital magazines create stronger purchase intent than the same ads featured in print magazines. It also showed that users aged 18-32 are more likely to interact with ads, resulting in a higher probability of purchasing the product or service being promoted. Apps like Next Issue that operate as a subscription-based service, allow market researchers to gather comprehensive user data that advertisers can use to target consumers. And, because Next Issue operates under the all-you-can-read model, readers are more likely to browse new titles and be exposed to a greater number of ads.
Increased Consumer Response
Ads in digital magazines are larger and harder to ignore. They’re usually situated as full-page digital ads next to full-page digital editorial; they lay out like a print magazine, but incorporate the advantages of digital technology. For example, the popular magazine “Martha Stewart Living” has enjoyed a positive response from advertisers since its digital launch. A brand’s call-to-action can link the reader directly from the advertisement to their website. While web ads offer the same feature, they don’t have the same appeal for consumers. A Nxtbook Media study found that 63.2% of respondents found ads in interactive magazines helpful or interesting compared to just 16.4% who thought the same of website banner ads. Advertisers willing to experiment with the digital magazine format and purchase ads while subscription bases are still growing will likely see a positive return on their investment.
Joanna Hatt is a Communications Specialist for The Globe's Marketing Services team. The Millennial Mind is a series of articles illustrating new ways to understand and reach today's Millennials - their unique attributes and why they're of significant value to your brand. Follow @globe_media.
< Next PostPrevious Post >
