Magazine powerhouses Condé Nast, Hearst, Meredith Corporation, Time Inc. and Wenner Media launched an ad campaign to promote the importance of magazines as a advertising medium. Close to 100 magazine titles are sacrificing prominent ad placement for the industry campaign. These ads aim to show that while there have been major shifts in the print media space, magazines are not going anywhere and still play a major role in our culture. Every time I see one of these ads I think the same thing.
Personally and professionally I rely on magazines. The Bailey Gardiner PR team is constantly pitching them on behalf of our clients and know the power of a print placement in our local, regional and national lifestyle publications. Targeted magazine outreach is a part of nearly every PR program we do.
Personally, I get great joy when a shiny new issue arrives in my mailbox. Magazines provide entertainment on a Sunday lazing on the couch. Help pass the time while sweating away at the gym. Provide background and analysis on the country’s latest economic and political issues. Keep me informed on what’s in and what’s out for fashion and cooking trends. No matter your interest, there’s a magazine for you. And although I love my smartphone as much as the next person, it can’t replace flipping the pages of my favorite magazines.
It appears I am not alone in my love for magazines. Here are some recent facts about the popularity of the print industry:
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. Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company)
4. Magazine readership in the 18 to 34 segment is growing. (Source: MRI)
5. Since Facebook was founded, magazines gained more than one million young adult readers. (Source: MRI)
6. The average reader spends 43 minutes reading each issue. (Source: MRI)
I applaud the magazine industry for working together to defend and market its trade. They threw real dollars and space behind the campaign and I’m sure that was no easy feat. From a PR, advertising and consumer perspective, I believe magazines are still very relevant. There will undoubtedly continue to be shifts in content, staffing and the number of publications, but that’s to be expected in the ever-evolving media world we live in.