Research- MAGAZINE ADVERT - Aidan

Magazine Advert

Introduction

A magazine advert is type of advertising used as a marketing tool to gain anticipation around a specific release. For example below I will be analyzing magazine adverts for artists which release music. They do this before an album or track is released so that there is a chance that more copies will be sold.

Advantages and disadvantages

Advantages

• More targeted: specific magazine titles appeal to specific target groups more so than a newspaper advert.
• Long Life: magazines have a longer “life” than newspapers, they sit about in doctor’s waiting rooms, magazine racks and with collectors.
• Pass-on readership – people may pass magazines on to their friends and family which will increase exposure of your advert
•  Status – some magazine titles are well respected in their field, so an advertisement in these will increase your product/service’s prestige by association. For example typical magazines like Heat

Disadvantages

• Deadlines months in advance – magazines often require the ads to be submitted weeks or months in advance. This means you have to ensure your marketing strategy is in place well in advance. It also means that testing adverts can be a lengthy process!
•  Cost of testing – colour artwork can be more expensive, so small tests are often uneconomical
• Regional testing – can’t often be done as magazines area often national, for example Katy Perry would have to pay multiple different magazines in different countries for the release. This is more lengthy and has to be adjusted to the main language spoken in the country.
• Graveyard – your ad runs the risk of being shovelled into the graveyard of ads in the back of the magazine unless you pay for premium positioning.

Magazine Advert 1