Mag Bag: Digital Magazine Ads Have High Recall
July 3, 2014
by Erik Sass
Digital Magazine Ads Have High Recall
With print advertising in a slow but steady decline, magazine publishers large and small are staking their futures on digital advertising, including interactive ads delivered to tablet computers. And they have a strong proposition for advertisers, as digital magazine advertising produces high rates of recall, according to new data from GfK MRI Starch Advertising Research.
After analyzing reader recall of 28,624 magazine ads in 805 tablet magazine issues published in 2013, GfK MRI found that the average digital magazine ad was recalled by 52% of consumers. For the most “noted” ads, the number rose to over 80%, in line with the most effective print ads. Furthermore, 62% said interactive features helped them learn more about products and services and agreed with the statement: “I read this publication as much for the ads as for the articles.”
Mickey Galin, executive vice president of GfK Starch Advertising Research, stated: “We have found that tablet magazine readers not only are engaged with the editorial and advertising content, but that digital ads have the power to grab attention. This speaks to what is most likely unrecognized value in digital magazine advertising, and the ability of tablet ads to raise the effectiveness of print/digital campaigns. We see that both static and interactive tablet ads are able to capture readers’ attention and earn strong ‘Noted’ scores.”
The research also showed that consumers who read digital magazines on tablets tend to be relatively young, with 52% ages 18-34, as well as upwardly mobile, with 48% reporting household incomes of $75,000 a year or more.
Jet Publishes First Digital-Only Issue
This week Johnson Publishing Company announced the launch of its new Jet magazine app, which is replacing the weekly printed edition of the magazine. The new magazine app will feature fresh content every week, updated on Fridays, including 3D images, video interviews, enhanced digital maps, audio content and photography from the JPC archives. The app is available on all tablet and mobile platforms, and Johnson is making a free introductory offer of 30 days for all subscribers. The digital shift marks a return to a weekly publication schedule for Jet, which began as a weekly but moved to a reduced schedule of an issue every three weeks in recent years. The magazine will also publish an annual special print edition.
Ser Padres Boosts Online Content
Ser Padres is expanding its online editorial content at SerPadres.com with new sections featuring articles from three collaborators, as well as updates to the menu and navigation, publisher Meredith Corp. announced this week. The new collaborators for SerPadres.com include “mom blogger” Luciana Lamberto, who will host $mart Mami, a blog focusing on savings; Fara Medina, who will host “Party Design,” a blog focused on ideas for kids’ parties, arts and crafts, and family activities; and Bettina and Mau, who will host “Holistic Nutrition,” a blog focused on balanced nutrition and well-being. Last week, Meredith revealed plans to launch Parents Latina, a new English-language magazine targeting U.S. Hispanic millennial mothers. The new title, set to debut in spring 2015, will launch with a guaranteed rate base of 700,000 and a publication schedule of four times a year.
Spencer To Fusion EIC
Jane Spencer, one of the founding editors of The Daily Beast, has joined Fusion, the new cable network targeting Hispanic millennials, as editor in chief. During her tenure as executive editor atThe Daily Beast, the site won a National Magazine Award Digital Ellie, a Webby Award for Best News Site, and a Front Page Award for multimedia storytelling. Before joining The Daily Beast, she served as a correspondent for The Wall Street Journal in Hong Kong and New York.
"Mag Bag: Digital Magazine Ads Have High Recall." MediaPost, 2014.
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