Relevance and Trust
The key to achieving relevance is to isolate psychographically homogenous groups of consumers in reasonable numbers and communicate the facets of the advertiser's brand that are relevant to this community.
This requires that media target consumers according to their values, attitudes and interests.
"And magazines target readers, which makes the advertising more relevant. That is why consumers are engaged more by advertising in magazines than in any other media". Erwin Ephron 2006.
More information on this topic.
Passion and Power
This booklet forms part of PPA’s Revolution initiative – to give new help to planners faced with the challenges of getting brand messages across effectively in an era of growing advertising dilution.
People have a variety of interests and needs
The strength of magazines begins with the fact that people have strong interests and needs, and these interests vary from person to person.
The great variety of magazines means that readers’ needs can be met
The increasing number of consumer magazines not only declares a very healthy market but is also a visible sign of increasing fragmentation
The drivers of magazine reading
Different types of magazine work in different ways
The important point that different kinds of magazine work in different ways has been brought out by many surveys - among them the “Media Values” survey conducted by RSL-Research Services Ltd and published by IPC Magazines.
The personal character of individual titles
There are differences not only between main categories of magazine but also between individual titles within a category. It is the subtle between-title variations of character which make the relationship between the reader and the chosen magazine such a strong personalised bond.
