It works because it connects. As you’ll read, a physical magazine engages many more of the human senses than other media, imprinting itself on the reader’s imagination and driving recall. From the anticipation of opening the mailbox and finding a fresh new issue, to feeling the sheen of the cover paper stock and pouring over the ads as much as the editorial (the original contextual targeting), magazines are a welcomed medium that people willingly opt in to. They’re invited into peoples’ homes, bought at newsstands and picked up in doctor’s offices. The magazine remains unsurpassed as a user interface.
From the moment you crack the cover, you’re completely focused. It’s very hard to read a magazine while bouncing among your TV, phone and tablet. That focus, coupled with the emotional connection people have with their favorite magazine brands, engenders trust. Readers’ trust is especially sacred, and we take our role quite seriously. We value the relationship that’s been cultivated over time.
Current culture is arguably digital first, and there’s no question that digital content and advertising also work, but it’s not an either/or proposition. Magazines, when added to digital or TV campaigns, boost cross-channel effectiveness more than any other medium, improving full-funnel metrics including purchase intent and conversion. They help move products off shelves, and they drive e-commerce.
Clearly, magazines matter!
Chief Content Officer, Time Inc.