Advertisements in print media have been with us, believe it or not, since the 17th century when they first appeared in an English weekly. Since then, they have attracted attention as a good means of communication with target audiences.
Looking at the global picture, about 27% (19% newspapers; 8% magazines) of almost 500 billion dollars a year is spent on advertisements in print media. Of the total spending on advertising space, India (38%) and Germany (32%) stand out the most, while the most interested in magazine space is in France, where 14% of the total investment goes.
We can roughly divide the printed media into dailies and magazines (weekly newspapers), so according to that division we will analyze the results of research conducted at the world level, which concern people’s motives for reading newspapers and magazines.
Daily newspapers are used more to inform about recent events (62% magazine/31% newspaper), to learn something (48%/41%) and to find out what is being talked about these days (34%/28%). In all other fields, primacy is held by magazines. The most important motives for reading magazines are relaxation and relaxation (43% of total responses), to get new ideas (43%) and to read content of interest to the reader (44%). Magazines are bought for fun (36%) but also in the period when people want to spend time just for themselves and to “fill time” (31%).
The motives of the female and male population are very different when it comes to reading magazines. Almost as a rule, women buy magazines to relax , use time only for themselves , to get new ideas and read the desired content . Also, their motives are the “power” of the magazine to ” save them from reality ” and cheer them up . It is mainly important for men to be informed and to learn new things . For both men and women, the least important gift is a magazine.
Newspapers and magazines are everyday and often a means to send information through advertisements. If, as marketers, we understand their role in giving, we can learn a lot about target groups and publics of interest. The editors of the “old coin” should understand the readers and accept that it is not the most important content (although it is important). Marketing professionals should carefully analyze whether customers of their products or services want to see advertisements in print media and where they want to see them. Intelligence successfully identifies these differences.
Author: Miljan Premović, executive director