Spurred on by advancements in digital technologies, magazines have undergone significant evolution and are now being defined by content rather than platform. In essence magazines offer marketers a means of highly effective targeting, high audience engagement levels, and a unique flexibility whereby the content experience is firmly in the control of the reader. Magazines are utilising digital media to extend and deepen audience relationships, and subsequently offer new multi-platform opportunities for brands. Brands can use magazines to drive differentiation, and application of econometric principles has shown the marked level of return on investment magazines can offer.
Magazine advertising is the activity or profession of producing advertisements for commercial products or services, for placement in magazines. This report focuses specifically on magazine audiences and effectiveness.