I recently received an email from a student wanting to work with Lifestyle magazine. It’s not an uncommon request but what stood out was her wording. She said, "To me, the rise of online publications often spells the death of print media, which is why I think your magazine is particularly important, as you have maintained your physical presence, despite the flooding of the market with online publications. “
There’s an ongoing debate about whether print media is dead. Let me tell you that I am living proof it is most certainly not. On the contrary, as I approach the 10th anniversary of Lifestyle magazine, advertising sales are on the increase.
Perhaps the most important benefit of print media is tangibility. Among the reasons why many people prefer print is to do with the feel of the paper, having it in their hands means that the content is real, it exists. Print media is unique in its capability to trigger a number of senses; of course the feeling of paper and the smell of the ink. Paper can change colour when heated or put in front of a light, an ad can feel rough as sand or smooth as silk, all adding to the sensory experience of the advertising. Triggering multiple senses adds to the effectiveness of print advertising.
The key to successful marketing is engagement. Drawing your customer in through attention-grabbing content before rewarding them with a worthwhile offer or service. Print media are a trusted source for news and other information and consumers take time to read a door drop leaflet, magazine or customer magazine.
University studies have proven that on average people will spend 15 seconds browsing a page online as opposed to almost 50 seconds reading a page in print. People process information in different ways and these studies prove that reading magazines in print maintains their concentration and capacity for reading longer articles and therefore processing more information. Someone is more likely to get engrossed in a printed feature rather than one online and this structure helps people retain content better.
Can you remember the exact contact of what you browsed online this morning? If you picked up a magazine is there a feature that stood out that you can remember the content? Exactly.
Lifestyle magazine goes from strength to strength as we are dedicated to promoting small businesses and their successful journey. Advertising is all about telling a story. It is fitting then that we celebrate our 10th anniversary at the 9th annual Liverpool Lifestyle Awards on 3 March 2018. Nominations open on 31 October ensure you nominate someone or a business you think is deserving. After all, it’s all good publicity.
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