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The Next New Thing

Magazines: The Next “New” Thing?

Yes. Here’s why:

All readers know their magazines provide a journey. One they choose and control by deciding where and when they will go, how long they'll stay and when they'll return. And when readers take this “journey” they are fully engaged. They are active and involved in a thought-out process. In a media environment increasingly characterized by interruption, magazines remain an oasis of engagement. That’s a powerful claim at a time when it’s harder than ever to capture peoples’ attention, thanks to the almost overwhelming number of choices for media consumption and communication.

In every other medium, advertising interrupts rather than flows with content. No wonder TiVo and blocking Web software are so popular. Only magazines can make the claim that advertising is valued content. When we asked suburban and urban women to pull 10 pages that best exhibited the essence of their favorite magazines, one-third of the pages the respondents pulled were advertisements. Advertisers can leverage that relationship and build on the unique bond of trust that readers have for their favorite publications.

Just as the ability of magazines to compel readers is timeless, so, too, must advertisers see opportunities in magazines as timeless.

Renetta McCann, CEO
Starcom MediaVest Group

Excerpted from Advertising Age magazine, July 2005

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