Quality magazine content builds trust
Posted on 11th November 2021
Widespread consumption of digital content has had an interesting side-effect. Printed magazines are now seen as premium products and even as collectables. Importantly printed magazines can represent similar brand values to the companies that advertise in them, strengthening the message to their readers and potential customers.
When your audience is concerned about fake news, superficial imagery, and accuracy, printed magazines are seen as trustworthy sources of content. With high production values including quality, care, and professionalism, a printed publication can add to your overall impact.
While marketers, keen to demonstrate their return on investment, have focussed on digital channels, there’s evidence that they might not be the most effective options to reach and engage customers. Advertisers and agencies rank newspapers and magazines eighth and ninth for effectiveness among media formats but the figures show they are joint third in the top 10 for effectiveness. They perform better than online media, paid social and online display advertising.
Luxury brands rely on their commitment to quality and craftmanship to build trust so they must choose their media carefully. The same is true for small business owners who have spent many years building their reputation with loyal customers.
Print offers a safe environment for your brand where readers are open and receptive to content that they trust and value.
Seven reasons to choose print
Visual impact – when we’re scrolling, tapping, and clicking there’s little time to appreciate the quality of accompanying images, especially if they are viewed on a smartphone. When your readers are relaxing with an A4 magazine in their hand, for example, high quality printed images will support your message, and become part of the overall experience. It’s difficult to have the same impact, even with animations and transitions, when you’re viewing a digitally-optimised image on a screen.
Purpose – people read magazines with purpose. They are looking for content that is interesting and enjoyable and know they will find it. This means they will be much more receptive to other content they see at the same time.
Anticipation – regularly published magazines are eagerly anticipated, especially when they are delivered directly to the home like Pulse magazine. Rather than struggling to attract attention, your audience will be looking out for their favourite publication and will be ready to read and enjoy what it contains.
Sensations – quality paper and print appeals to the senses. Without really being aware, readers will appreciate the weight, the smells, and the textures, which will all make the experience more memorable. The perception of a well-produced magazine is transferred to the content inside.
Retention – in many cases readers like their magazines so much they will keep them to re-read and share. This increases the opportunities for them to see content, including advertisements, without any additional input.
Depth – your digital media content and advertising have moments to attract attention before they’re gone. If you want to explain your product or service in more depth, you are relying on your audience being interested enough to click through to a landing page, product description, or blog. In a printed publication you can associate your advertisement with editorial or advertorial content in that same moment. By adding links, offers, and QR codes to your content you can encourage your readers to take the next step digitally if you wish.
Style – magazines have personalities and are finely tuned to their readers’ interests. When this fits with your customers and their needs you will be part of the overall experience.
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