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The Power of Print

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Recently, the leaders of five major magazine companies—Charles H. Townsend, Condé Nast; Cathie Black, Hearst Magazines; Jack Griffin, Meredith Corporation; Ann Moore, Time Inc.; and Jann Wenner, Wenner Media launched an ad campaign touting “the power of print.”  If you’ve seen the ad, you were probably flipping through one of your favorite magazines.

Click here to view the video – The Power of Print

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Not surprisingly, this has met with some controversy as some have predicted the death of print overall.  My experience in our industry has been that most of those who would like you to think that print is dead and ineffective have a stake in influencing real estate agents to invest in online advertising. 

Here are 11 facts about magazines that counter this perception. 

 11 Facts About Magazines

 1. Magazine readership has grown over the past five years. (Source: MRI)

2. Average paid subscriptions reached nearly 300 million in 2009. (Source: MPA estimates based on ABC first and second half 2009 data)

3. 4 out of 5 adults read magazines. (Source: MRI)

4. Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company)

5. Magazine readership in the 18 to 34 segment is growing. (Source: MRI)

6. Since Facebook was founded, magazines gained more than one million young adult readers. (Source: MRI)

7. The average reader spends 43 minutes reading each issue. (Source: MRI)

8. Magazines are the No. 1 medium of engagement — across all dimensions measured. Simmons’ Multi-Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the other engagement dimensions, including “trustworthy” and “inspirational.” (Source: Simmons Multi-Media Engagement Study)

9. Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage Study)

10. Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)

11. Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

 

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2 Comments
  1. This is very good information, so many people these days are caught up in the hype of online marketing thinking it’s cheaper and therefore more cost effective.

    Maybe that was true some time ago but now that for example the PPC market is saturated offline has become effective at driving people online. Also, the quality of traffic from offline coverts far better than online.

    Take for example a big competitive market… the PPC cost can be more that a dollar due to the competition, but offline there are so many more advertising opportunities and visitor value can be much higher.

    Final note: I found this out when looking for alternative marketing methods after google keep changing their rules. I don’t use google anymore and never will again. I have found a much more reliable and more cost effective alternative.

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