By Ruth Lauber

Did you know that advertising campaigns combining printed advertising with Internet (online) advertising achieve a much higher response rate than an internet-only campaign? This is according to a study, The Print Campaign Analysis, conducted by Millward Brown. Since our publication offers both print and digital platforms, Las Vegas Woman magazine offers the strengths of both.

Print has some characteristics that digital simply cannot match, and print remains relevant. Print still offers a tangibility that the Internet doesn’t. Combining a print ad with a banner strengthens both media. A reader may tear out the ad and then click on the digital version (which would be linked to a website or social media).

According to AS Advertising, the MRI Survey of the American Consumer found that those who influence other consumers reported that magazines influence 61 percent. Condé Nast reported that fashion and beauty magazines now attract around 50 percent more young (18- to 24-year-old) readers than in 2001.

When people read a magazine, they are focused on reading and not multitasking. Folio magazine reported that a Ball State University study showed that when consumers use magazines, they are the primary or exclusive medium 85 percent of the time.

People are starting to see the value of unplugging from technology. New York Times best-selling author Baratunde Thurston unplugged for 25 days and wrote about his experience for Fast Company magazine. Reading a magazine, whether stretched out on the couch or outside, is the perfect way to reach customers.

With a print ad, our staff works with clients and their budget offering quarter-page, half-page or full-page ads. Combining print and digital advertising can be extremely effective. The use of QR codes and other interactive features in print ads are just one way to combine both forms of advertising. A smart advertising campaign includes both print and digital advertising.

Another thing that makes advertising in magazines so effective is that it focuses on the people who will buy products and use services. Advertisers have the ability to choose the ad that will reach their potential customers. Print ads build brand awareness and promote customer loyalty.

Consumers are very loyal to the magazines they read. Ads that are printed in favorite magazines show the consumers that the brand can be trusted. Readers are more likely to patronize the companies featured within the magazine’s pages.

Advertising is an important component for an effective marketing campaign, including a combination of print and digital.

Ruth Lauber
RuthRuth Lauber is the vice president of sales and marketing for Las Vegas Woman magazine. She has over 40 years in the broad spectrum of newspaper and magazine sales, marketing, events and new electronic media with a number of publications. Lauber has been a part of the magazine since its inception.

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