Many of our clients are businesses that largely operate in the high net worth, private client world, delivering services to discerning individuals, we’re often asked – does magazine advertising work?
In certain sectors, printed media and magazine advertising work well. Even so, it can be incredibly niche, continues to be one of the more expensive options, and is not always as trackable as digital marketing methods.
This said, there are ways to implement magazine advertising as a part of your overall marketing strategy that can deliver results and there are modern methods that allow for greater tracking of success.
Who is your target audience and do they read magazines?
In the realm of service-based brands, particularly those who operate in the private client sector working with high-net-worth individuals, will likely be aware that there continues to be a preference for printed media among their clients.
So, how does magazine advertising work?
Quality and Craft
Firstly, luxury consumers value the tactile experience that printed media offers. The physicality of high-quality paper, the visual appeal of expertly crafted designs, and the overall aesthetic of printed advertisements speak directly to the luxury market’s desire for tangible quality and sophistication.
This sensory engagement is something digital media, with all its conveniences, struggles to replicate.
For many businesses, their ideal client continues to read printed media meaning magazine advertising should absolutely form a part of their strategy.
Exclusivity and Privacy
Printed media embodies a sense of exclusivity and privacy that luxury consumers highly value.
Unlike digital advertisements, which can be perceived as intrusive or overly pervasive, printed materials such as bespoke magazines, limited-edition catalogues, and sometimes even personalised direct mail can create a direct and intimate connection with the recipient.
This exclusivity aligns with the luxury consumer’s inclination towards personalised and discreet forms of engagement.
Prestige and Heritage
Printed media can uniquely convey prestige and heritage—a key component of luxury brand positioning.
Through meticulously designed print campaigns, luxury brands can narrate their storied histories, craftsmanship, and legacy, elements that are integral to the luxury consumer’s identity and values.
Longevity
Unlike digital content, which can be transient, printed media has a lasting presence, often retained by consumers for its beauty and informational value.
This enduring nature allows for a prolonged engagement with the brand, enhancing brand recall and loyalty.
Magazines are now digital too
Most magazines are now distributed digitally, bringing greater opportunity to reach your audience.
This step into digitising magazines has made them accessible to a broader readership and with services such as Apple News offering individuals access to multiple titles, your advertisement could be seen by even more potential clients.
Which magazines should a business consider?
It’s not the case that simply advertising in any magazine will suffice. Businesses need to focus on only those magazines that align with their brand, where potential clients will see their placement.
For example, a wealth manager targeting private clients in the UK might consider magazines that cater to affluent individuals with interests in finance, investment, and luxury lifestyles.
Titles such as The Economist, Financial Times Weekend Magazine, Spear’s Magazine, and Country Life are highly regarded for their influential readership, covering topics from global economic trends to personal finance, wealth management, and high-end lifestyle.
Magazine advertising as part of a wider marketing strategy
It’s highly unlikely that magazine advertising alone, with no other marketing, will generate conclusive success for a business. It is a useful tool as part of a wider strategy.
Publishing houses and printed media businesses are well aware of the need to offer diverse solutions and it is often possible to combine printed magazine advertising with digital assets.
It could be a digital newsletter takeover with a focus on that business, or social media posts if a particular magazine title has a strong following.
There are usually opportunities to connect digital marketing with printed magazine advertising and a combination of efforts is the most likely way to generate success.
By leveraging the tactile, exclusive, and enduring qualities of print, service-based brands can effectively communicate their values and engage their audience in a manner that resonates with their high standards and expectations.
