Print Advertising Is Becoming More Accessible: While some think that trimming their marketing budget will save cost; others are increasing spending allotments for effective magazine advertisements and gaining more revenue per dollar spent in the long run.
Print Ad Buys Proving To Still Be Powerful And Effective
April’s issue of the Architectural Digest isn’t shy on advertising pages; rather, its advertising pages are up 47 percent over in last year, and jumped 23 percent in ad pages in Q1 of 2012 when compared to Q1 of 2011.
Print Ads Value Is Underscored
Successful business marketing incorporates as many integrated media channels as possible to reach as far as possible to targeted consumer audiences; and prints’ place is being underscored. Consumers are not about to miss their moments of reveling in the glory of the printed page and it’s important to reach them. Daring to increase ad spending and placements is proving to create steady revenue flow and dependable retail sales because new customers are being reached.
Increasing Ad Pages Pays Off For Architectural Digest
Marketing data released by Ad Age and Pew Research shows where ad spending is up for Architectural Digest and several women’s fashion magazines, while the news industry for both magazines and newspapers is experiencing an overall decline. Integral Media, Minneapolis based national marketing consultants, comments on the findings and how actually increasing ad spending is fueling revenue that is beating advertising industry odds.
Growing their reputation in over 92 years in print, the Architectural Digest has been out-performing all expectations lately. While some trim their ad spending, thinking that trimmed budgets will balance spending versus income, the Architectural Digest has found the opposite works. By giving priority to more ad pages in their magazine, they are out preforming year over year. Here is their track record of increasing ad pages:
* Increasing ad pages 5.7% in 2010
* 9.1% in 2011
* 11.3% in its 2012 issues through October
While Architectural Digest and Elle Decor are showing more recent declines, House Beautiful and Coastal Living are two magazines in the home design industry that are reported by Ad Age as having increased ad pages for April 2013.
Record Breaking Number of Ad Pages
With a clear and positive forward vision, Architectural Digest looks promising to hurdle past 1,000 ad pages this year for the first time since 2008. With exceptional design and a known brand with it’s niche in the luxury home industry, the numbers prove its marketing plan is definitely working. The magazine’s success is further substantiated by its 8.6% first-half lift in newsstands retail sales. The magazines’ success is being credited, in part, to the 2010 redesign under then-new Editor-in-Chief Margaret Russell, but also to its work beyond print, such as a more robust website this summer, the AD @Oasis spaces introduced at Art Basel and the four-day Architectural Digest Home Design Show, which drew a record 43,000 attendees in 2012.
Print Advertising Is Becoming More Accessible
April’s issue continues a notable trend to of advertisements that include mobile calls to action and QR codes. More luxury brands are using print as an important medium to introduce their digital advertisements as well.
The recent Pew Research report included several trends in Media, such as journalists who make arrangements with commercial brands to create their own content. Fortune Magazine announced TOC—Trusted Original Content this March. Designed for advertisers at a fee, it comes up with original Fortune-branded editorial content for marketers to distribute exclusively on their own platforms. While Marketers have observed recent industry headwinds for print in the view of expanding digital mediums, the effectiveness of magazine advertisements is indisputable. “We know consumers still like the experience of going through the pages of a magazine and not only looking at the content, but also looking at the ads”, said Brenda White, senior VP-publishing activation director at Starcom USA.
Additional Advertising And Ad Pages Up
Magazine readers will find additional publishers have increased the number of ad pages to view this March, according to a recent Ad Age article, while ad pages in Architectural Digest in April 2013 were trimmed slightly. For example:
- Conde Nast, publisher of Glamour and GQ magazines, reported a cumulative uptick in March ad pages of 3% compared with last year.
- Vogue magazine increased in ad spending Vogue magazine, the company flagship, led all fashion magazines with 457 ad pages.
- Hearst, the publisher of titles such as Cosmopolitan and Elle, saw March ad pages increase 6.7%,
- Ad pages at monthly magazines published by Time Inc. also gained. InStyle increased to 361 total ad pages in its March edition, a 4% uptick, while People StyleWatch ran 173 ad pages, which translates to a 28% gain in ad spending.
Ad Spending Increases Worldwide Across 11 Sectors
2012 was a year that witnessed ad spend increases across 11 sectors worldwide, the telecommunications, consumer goods and media sectors saw the biggest increases, getting year-over-year increases of 7%, 6.8% and 5.8%, respectively, according to a April Nielsen Study reports Media Post. Some were surprised to learn that telecommunications missed the top five. According to Nielsen’s quarterly Global AdView Pulse Report, the category comes in 7th in 11 categories in ad spending. However, media specialist believe that is likely to adjust as markets found in Latin America and the Middle East, and Africa, which saw double-digit growth (35.6% and 13.2%, respectively), will help the sector move up in the ranks in 2013, according to the report.
Since 1999, Integral Media has delivered efficient, smart media solutions through creative media consulting services. Call 952-470-9991 for comprehensive media buying that guarantees results. For every dollar spent on ad spending, we will bring you proven results.