By Charndré Emma Kippie
Magazines are here to stay! It is true that the Digital Age is here to stay, and has become profoundly integrated into our daily lives. Whether we’re working, communicating internationally, or ready in our freetime, it’s all done electronically. Thus, we’ve seen many magazine publishers take advantage of the online space, making their publications even more accessible to their readers.
What we cannot deny, however, is the loss of the tactile feeling of magazines. Many ‘purists’ enjoy physically holding and paging through their favourite monthly or biannual reads. With magazines being converted into ‘digi-mags’, it is this very tactile quality that is highly missed by traditionalists.
All is not lost, though. Statista predicted that in 2021 there would be around 40 million consumers of e-magazines. And this interest in digi mags continues to grow year after year. This interest comes as no surprise since seeing that e-publications allow for loads more content engagement (audio and video content may be embedded) and eliminates the hassle of carrying around multiple magazines at a time. Access your favourite reads from any device, on-demand, at any time!
For example, Topco Media was forced to pivot as a result of the Covid-19 pandemic. With the help of tech tools and digital platforms, the company was able to adopt a digitally savvy approach so that its premium publications offered a wider reach – catching the eye of key decision-makers in national, local and provincial government, as well as corporate South Africa.
With this case study in mind, know that there are many ways in which your company could benefit from magazine features and advertisements.
Enlighten the Public
Digi-mags present a plethora of valuable information all in one place, inspiring readers and making them aware of new possibilities. Knowledge passed down to readers, through e-publications, boosts curiosity and compels readers to search for more, whether it be product specs or highly detailed service packages – they want to know more. Through magazine advertising, your business or organisation gains more public visibility, which will in turn boost your product/service awareness.
A Targeted Audience
e-Publications are compiled to meet the needs of a specific, target niche audience, which depends on a particular theme or mission. As a result, all advertisements featured within spreads must be relevant to the actual contents of the publication. This means your company’s ads or interviews will be front and centre to a target audience that is seeking out products and services that are directly related to your business offering.
Magazine readers are loyal, as they trust and have confidence in their preferred publications, and always go back for more on a monthly or biannual basis. Being featured in a well-known publication (whether print or digital, or both) means your business leverages off of the existing reputation of the publication. Thus, readers will spend time reading through your advertisement and are more likely to trust the credibility of your business. This behaviour is also what motivates the purchase decisions of readers ie. consumers.
Using your marketing and PR budget on a magazine feature or advertisement means knowing exactly when your advertisement will appear and where. This way you’re able to measure the response and engagement. By inserting a clear, specific call to action in your feature, your team will see exactly how effective the advertisement has been.
Make An Impression That Lasts
By choosing to feature in a local magazine that has been around for some time and carries some weight in the publication community, readers will see the high quality of your ad and recognise its value. Committing to a long-term campaign or relationship with the publication helps to build recognition over time and leave a lasting impression.
In essence, e-magazines sell and their advertisements undoubtedly enhance ROI for featured companies and organisations. With so many digital benefits, it is a no brainer that this marketing stream works wonders. Stay relevant and in-demand – get your business featured TODAY!
*For more, check out our bumper 16th edition of the Standard Bank Top Women Leaders publication on Issuu – Digital Publishing Platform – here.
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