How effective is magazine advertising? And why we love independents

What happened to magazines?

While two billion people use Instagram each month, social media and digital content are making us less likely to buy magazines. It’s a grim picture for the UK’s top 10 titles where sales have fallen steeply since 2005.

Some titles have disappeared entirely such as the men's magazine Nuts. Some, like NME, are having to experiment with digital-only editions, while others are halfway to the scary promised land of rolling content (the BBC Top Gear Magazine app springs to mind).

While thinking about the closure of the aforementioned Nuts, we observed that magazines shouldn’t offer what is freely/better available online. An unavoidable trap that Nuts fell into as their (now quaint seeming) static pics couldn’t hope to compete with what a fast broadband connection could deliver.

Given that logic, in the long run, surely every magazine faces the same fate. How can a magazine compete when everything is available online, for free?

What is an independent magazine​?

This is where the independent magazine sector has stepped in. As a proud reaction against the USPs of online media, independent magazines are going through a real and sustained renaissance and offering a safe and luxurious haven for brands in the process.

Independent print magazines (and their ad spots) are luxurious and slow where digital content is fast and often unavoidably trashy. For instance, Delayed Gratification is a great long read ‘slow news’ title that boasts about being the ‘last to breaking news'.

In an age of ubiquitous 24-hour rolling coverage, the slow media producer, that takes its time to offer a considered qualitative view, stands out from the crowd.

Why independent magazines fit premium brands

Indie magazines are often expensive to purchase (you can buy the glorious art and culture magazine Flaneur at an airport – a snip at €18). The high cover price of an indie mag goes toward very high production values. You can expect a more tactile experience, obviously, but also better presentation, photography and graphic design as a standard. And that cost of entry itself provides exclusivity which rubs off well on luxury brands, providing a mutually beneficial environment for all involved.

From music to fashion, baking to furniture, nostalgia sells. And independent print magazines, unsurprisingly, handle nostalgia so much better than on-screen media.

Is it worth advertising in magazines?

If you’re following this, you’ll start to see how independent magazines can offer brilliant advertising potential, especially if you find the right fit for your audience.

Independent magazines are able to use their often niche content to offer an excellent home for like-minded brands. A good example of this is found with Rouleur (published just 8 times a year), a magazine that is only interested in cycling. And only high-end road cycling at that.

The luxury bike brands that advertise in the mag know that the only people reading will be heavily invested already. There is little wastage, brands don’t just have permission to talk to the audience, they are encouraged to. They are a part of the enjoyment of the magazine.

Advantages of magazine advertising

One of the luxuries (for both audience and brands alike) in reading an independent magazine is the time spent on it. Advertisers often tussle with the conundrum that although we spend ever more time online as a whole, we spend even less time on single items/pages online. Magazines, on the other hand, and independent magazines particularly, allow the consumer, editorial and brand the space to connect in a more relaxed way. Here are seven reasons why print isn't going anywhere.

If you want to get the best return from your magazine advertising, choosing the right ad placement, writing compelling copy and integrating print and digital are key. We can help your print campaigns stand out with our expert magazine advertising services.

How much does it cost to advertise in a magazine?

If you’ve ever had a sales email from one of the UK’s top titles, you’ll know advertising spreads can be very expensive - even up to £300,000 or more. However, as we’ve seen with independent magazines, knowing your niche can help you work with publications that are smaller, more affordable and highly targeted for your brand.

For example, advertising in an independent magazine could cost you from £150 for a small ad to around £2,000 or more for a full-page spread. Remember though, you can also negotiate for better rates, especially if you’re considering a multi-issue contract. We've shared more on how to plan your advertising budget here.

How to measure the success of magazine advertising

Let’s say you’ve invested in a magazine spread. Here’s the important part - how do you know whether your magazine ad was effective?

One of the top complaints we hear from businesses who advertised in magazines without a plan is that they have no way of telling whether anyone took action. All they heard was, well, crickets.

This doesn’t have to happen to you though. Here are five tips for measuring the success of your advertising campaign:

• Set SMART goals before you begin - for example, sales and leads generated, website traffic and customer feedback.
• Use unique URLs or QR codes in your ads to track web traffic from the magazine.
• Track the number of enquiries, form submissions or downloads linked to your ad.
• Monitor your sales figures before, during and after the campaign to see if there’s a positive impact.
• Use feedback forms and social media to ask your customers how they heard about your brand.
• Once your campaign is over, calculate your Cost-Per-Acquisition (CPA), Return on Ad Spend (ROAS) and Return on Investment (ROI).