Understanding magazine audiences

This article summarises the best ways to use magazines as an advertising channel, including measurement and future developments.

Understanding Magazine Audiences

Andrew GreenIpsos MediaCT

EXECUTIVE SUMMARYESSENTIALSWHERE TO STARTFUTURE DEVELOPMENTSCONCLUSION & CHECKLISTFURTHER READINGREFERENCES

EXECUTIVE SUMMARY

Until a few years ago, television and newspapers dominated marketing campaigns worldwide. Magazines lost their third ranked position to internet advertising in 2009, with newspapers overtaken in 2013. Magazine adspend peaked in 2007 and has since steadily declined.

According to ZenithOptimedia's April 2014 forecasts1, just under $39 billion will be spent in the medium in 2014 – 7.4% of major media adspend globally. In 2004, $51.9 billion was spent in magazines, representing just under 13%...

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