Magazine Ads Explained: They Sell Things!The total number of magazine ad pages fell more than 7% in the first half of this year. So the magazine industry says to itself, "You know what we need to sell more magazine ads? An ad campaign." Makes sense, right? And so does the message of this new campaign: "Magazine ads: they make people want to buy things." They're not beating around the bush here, people. Naturally, a big part of this new campaign is online. Hypocrisy in action? Not really!: The new ad campaign (including the pictured spot, which shows, apparently, my apartment), is nothing but images of people who bought a lot of shit after they read about it in an imaginary mag. But all the spots are designed to drive traffic to a website where there are a lot more stats on magazine advertising's effectiveness. Is this ironic, considering online ads are one major reason for the decline in magazine ads? Actually no, since part of the appeal of magazine ads is their ability to drive traffic to websites. It's right there, on the website! Also, magazines are far less threatened by the migration of advertisers to websites than newspapers are, because magazine ads are more appealing as a physical thing. Newspapers are the canaries in the ad coal mine. So magazines have nothing to worry about until newspaper advertising starts drying up, which... oh, right. The Times explains this mysterious business like so:
The goal is to show that advertising in magazines encourages consumers to consider buying products - a phenomenon known as purchase intent - and stimulates them to go online to shop or to learn more about items they might want to buy.
Novel! [NYT]