Advertisers have to go where their audiences are, an easy process when specialist magazines are catering to particular markets. The auto sector, for example, sustains around 60 titles in the UK, some of which are very niche and aimed at the owners of certain marques. But there are also plenty of more generalist magazines, reviewing new models and dispensing advice on motoring matters.
Manufacturers may be inclined to only use such magazines when they have a new product to promote or a new campaign running, but that might not be the most effective use of this channel, according to research by Dennis Publishing (that owns nine automotive titles including market leader Auto Express) which set out to answer a question posed by a client: why should we advertise our cars in your magazines when they’re already featured?
At Advertising Week Europe (London, March 2018), Seema Hope, research and insight director at Dennis, explained that the readers of car magazines are always in market and that advertising has a huge influence on choice.