Why advertise in magazines?

• Extensive reach • Inexpensive reach • Segmented reach • Attentive reach • Credible reach • Interactive reach
• Extra impact reach • Complementary reach

Extensive reach
More than 91% of Belgians over the age of 12 read magazines.
That is even more than the total coverage of all national commercial television stations combined!
A choice title selection guarantees a wide coverage of all target groups.
In addition, the Medialogue studies Time/planning I & II have clearly demonstrated that the reach of an issue extends beyond the coverage following any single reference period (the classic CIM-notion "Readers Last Period")

Inexpensive reach
Of all media, magazines are the most economical in cost-per-thousand contacts for communicating your message. In addition, advertising pressure in magazines is less than in other media, which means that, for a smaller budget, you can achieve greater advertising impact or greater share of voice.

Segmented reach
Magazines exist in an enormous variety. Every reader chooses from the wide assortment in terms of their own personal interests and needs. Every title has its own readership. Magazines are thus the choice medium to effectively reach both general and very specific target groups. A segmentation that, in fact, can proceed beyond the mere socio-demographic target description.

Attentive reach
The reading of magazines is a major activity. Not only is the choice of a magazine an active choice and an active purchasing decision but, also, whoever reads a magazine gets totally absorbed in the content. This active role by the reader creates a close bond between them and their magazine. In addition, magazines are read over and over again and articles, or the entire magazine, are often saved,... In other words, with magazines, people take their time. This is obviously a desirable situation for the advertiser who wishes to get across a host of information, often of a complex variety.

Credible reach
Magazines are a credible source of information. Clearly, the advertisements benefit from the kind of credible context wherein they appear.
Most readers would even consider a magazine without advertising not a real magazine at all. Advertising forms an essential part of magazines and constitutes, for the readers, an essential aspect of the information that one tries to find in them.
In an advertorial, the commercial message of the advertiser is packaged in an editorial style and layout that are closely related to the title in which it is published. This formula offers the opportunity for advertisers to address themselves to readers in a very personal way, in order to make their message even more effective.

Interactive reach
Readers of magazines maintain a direct and interactive relationship with their magazine. Witness thereof are the countless letters and telephone calls from readers to the editorial departments and the massive participation in contests or events. Magazines are clearly the most suitable medium for advertisers that want to elicit a direct response. The creative possibilities of magazines further assist in making it possible to apply direct marketing techniques.

Extra impact reach
The Stop/watch Medialogue impact barometer provides proof that, in terms of impact, magazine advertising does not have to play second fiddle to other advertising media. Magazines do, in fact, offer - like no other medium - a host of creative and technical possibilities to generate extra impact to serve the campaign's specific objectives.

Complementary reach
Readers of magazine are often less given to television watching. Magazines are therefore the ideal medium to reach interesting target groups (often professionally active, with higher education, etc.) that watch television only infrequently or not at all.
Aside from this evident target group complementarity, it has been adequately demonstrated that a media mix of television (or other media) with magazines better puts across the message (better and more accurate recall of the message) and delivers better sales results than a solo television campaign.

Magazines are a publicity medium offering many attractive points. Medialogue will gladly assist you in applying these benefits to the greatest advantage to help you achieve your communication objectives.