Scaleable engagement
For any advertiser with even the vaguest aspirations of volume the quality of the communication will have to be balanced with the scale of audience exposed to it. There appear to be three basic choices;
- Single messages to large audiences (scale but lacking relevance)
- Single messages to a niche audience (relevant but lacking scale)
- Multiple messages to multiple audiences (scale and relevance)
Magazines can delivery a scale or niche audience that fully expect the advertising content of the medium to be an enhancement to the media experience and not a detriment to it. In other words, magazines deliver an audience of scale that is ready to be engaged by your advertising message.
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.
Four ways in which magazines deliver engagement
Trust: a friend and advocate
Support: help in managing our lives
Status: our sense of position, belonging & confidence
Participation: a bridge to interactivity
Matching the magazine to the mood
The reader’s repertoire of magazines
Selecting from the repertoire to match the mood
Selecting within an individual magazine to match the mood
The physical aspects of handling magazines
How copies are obtained
Time spent reading
Proportion of issue read
Similar patterns in other countries
Repeat reading
Page EXposures (PEX)
