As technology continues to advance, the lifespan of "traditional" forms of media seem to hang in the balance. However, at Austin & Williams, we strive to give our clients the best possible plan for their media budget and do so by utilizing all channels of media, including print. While some may doubt the strength of magazines as a form of media today, the Publishers Information Bureau recently reported consumer magazines experienced growth in both ad pages and rate card ad revenues in the second quarter of 2010 for the first time in nearly two and a half years.
The major ad increases were in the automotive, finance, insurance, real estate, toiletries and cosmetics categories, with smaller increases seen in home furnishings, technology and food. Automotive, real estate and home furnishings are particularly noteworthy since these categories suffered some of the biggest loses during the economic downturn.
According to Erik Sass, a writer for MediaPost.com, many individual titles benefited including the Food Network Magazine which increased ad pages by 263.7 percent, ESPN The Magazine up 43 percent, Harper's Bazaar up 33.7 percent, Good Housekeeping up 23.5percent and Cosmopolitan up 22.1 percent.
As for me, I would rather pick up a magazine on the beach than read from a smartphone or tablet computer. Along with flip flops, sun block and a beach towel, a magazine is a must have. Plus, I don't have to worry about getting it sandy!
With digital media EVERYWHERE and technology on the fast track, can print media keep up with the competition? Do you think magazines will still be a relevant media channel in the future?
Rita OConnor is the Media Coordinator at Long Island advertising agency Austin & Williams. Her daily work with our media partners has made her an expert in both traditional and emerging media. To read more about Rita, visit her bio section on the A&W Web site.
Comments – 3 responses to “A Thing of the Past? Not So Fast!”
Care to comment? We’d love to hear your thoughts.
Aug 11, 2010 at 9:59 AM As a magazine fanatic, I cannot imagine a world in which technology would become so overpowering that a physical book or magazine would be impossible to find--at least, that is not a world that I would want to live in! As a library employee, I see firsthand how appreciated magazines are; from the child who discovers "Highlights" to the mom who reads "Ladies Home Journal" while her kids enjoy storytime. Though they are often seen as somewhat ephemeral and less personal to the reader, especially when compared to books (do we pass a magazine along to a friend, writing a personal message on the inside? Do we use our favorite sterling silver bookmark to remind us that we were just about to read that article on how to keep our dog flea-free?), magazines nonetheless hold a place in our culture that should not be ignored or downsized.
Aug 18, 2010 at 4:32 PM Thanks for your feedback Jessica. I share your sentiment about books and magazines, and here at A&W we feel strongly about having a mix of traditional and new media. We were happy to see the magazine industry isn't faring as badly as some might suggest - or in some cases, it isn't doing badly at all!
Aug 20, 2010 at 11:17 AM Hi Jessica thanks for your response. Both of my children grew up each having a subscription to Highlights magazine. They looked forward to receiving it each month. And I got all the latest beauty secrets from Cosmo! Yes magazines still play an important role in our lives today. I agree magazine should not be ignored!