Advertising in the Digital Age
It’s saddening to realize that the number of magazines perched under peoples arms are declining and appearing more freely within their back pocket but the industry is in desperate need to embrace new digital versions of their current advertising business models in order to keep the magazine industry alive.
Flicking through your favorite fashion magazine and envying the luxuries sprawled across the glossy pages are all fascinating yet they only reach as far as your Polyvore Wish list, whilst these static advertisements are simply a replica of print editions (Oppolis Software, 2013). Yet, do the advertisers need to embrace the digital age a little more in order to revive the industry?
Finding advertisers to commit to digital magazines has proven difficult through the digital revolution (Moses, 2013) but this could be down to the lack of interest from consumers just seeing a static print-like advertisement within an enhanced, digitally expertise device, it’s clear that consumers want more.
The digital magazine industry dramatically changed when the release of the iPad hit in 2010. Whole new ways to engage with consumers were introduced given the opportunities in technology development (Young, 2013). The magazines themselves took the digital opportunities and used them to their advantage but few advertisers took the time to open their eyes and their business models and embrace the digital evolution (Young, 2013).
It has been noted that advertising itself, has a massive effect on the consumer. It is seen as a ‘strong motivation’ for purchase intent (Pringle and Marshall, p. 172). These encouragements of technological abilities hold the key to the future of advertising if they were to take the opportunity to embrace these developments. The expansion in digital software such as Adobe Publishing Suite allows advertisers to create adverts that engage an audience as much as those seen on TV (Hano, 2013).
Its no secret to know that the inclusion of interactive advertising within a digital magazine product dramatically boosts a reader’s engagement within the product as it was researched that readership doubled when faced with interactive sources and opposed to static advertising (Oppolis Software, 2013). As well as boosting readership engagement, the use of creative advertising has said to drive consumer purchase intent (Dickson, 2011).
It is clear that the use of static advertising is about as dead as punk. Consumers want something they can enjoy, experience and be amazed by, therefore digitally engaging adverts need to be optimized by advertisers in order to expand and build upon a dying industry (Young 2013). Could this be the start of the rebirth of magazine publishing and advertising?
The video attached to the blog below is so interesting in the way that Martha Stewart Living developed into the digital formats!
Flicking through your favorite fashion magazine and envying the luxuries sprawled across the glossy pages are all fascinating yet they only reach as far as your Polyvore Wish list, whilst these static advertisements are simply a replica of print editions (Oppolis Software, 2013). Yet, do the advertisers need to embrace the digital age a little more in order to revive the industry?
Finding advertisers to commit to digital magazines has proven difficult through the digital revolution (Moses, 2013) but this could be down to the lack of interest from consumers just seeing a static print-like advertisement within an enhanced, digitally expertise device, it’s clear that consumers want more.
The digital magazine industry dramatically changed when the release of the iPad hit in 2010. Whole new ways to engage with consumers were introduced given the opportunities in technology development (Young, 2013). The magazines themselves took the digital opportunities and used them to their advantage but few advertisers took the time to open their eyes and their business models and embrace the digital evolution (Young, 2013).
It has been noted that advertising itself, has a massive effect on the consumer. It is seen as a ‘strong motivation’ for purchase intent (Pringle and Marshall, p. 172). These encouragements of technological abilities hold the key to the future of advertising if they were to take the opportunity to embrace these developments. The expansion in digital software such as Adobe Publishing Suite allows advertisers to create adverts that engage an audience as much as those seen on TV (Hano, 2013).
Its no secret to know that the inclusion of interactive advertising within a digital magazine product dramatically boosts a reader’s engagement within the product as it was researched that readership doubled when faced with interactive sources and opposed to static advertising (Oppolis Software, 2013). As well as boosting readership engagement, the use of creative advertising has said to drive consumer purchase intent (Dickson, 2011).
It is clear that the use of static advertising is about as dead as punk. Consumers want something they can enjoy, experience and be amazed by, therefore digitally engaging adverts need to be optimized by advertisers in order to expand and build upon a dying industry (Young 2013). Could this be the start of the rebirth of magazine publishing and advertising?
The video attached to the blog below is so interesting in the way that Martha Stewart Living developed into the digital formats!
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Bibliography
· Dickson, D. 2011. Advertising Engagement in Digital Magazines, [online] https://blogs.adobe.com/digitalpublishing/2011/01/ad-engagement.html, [Accessed: 15/10/2014]
· Hano, G. 2013. Digital Magazine Publishers and Advertising for 2013, [online] http://www.magplus.com/digital-magazine-publishers-and-advertising/, [Accessed: 15/10/2014]
· Moses, L. 2013. Who Killed the Magazine App? [online] http://www.adweek.com/news/press/who-killed-magazine-app-153253, [Accessed: 14/10/2014]
· Oppolis Software, 2013. Its time for digital magazine ads to engage with readers, [online] http://www.oppolis.com/news_its_Time_for_Digital_Magazine_Ads_to_Engage.html, [Accessed: 14/10/2014]
· Pringle H., and Marshall, J. 2011. Spending Advertising Money in the Digital Age: How to Navigate the Media Flow [book] Published by Kogan Page Publishers 2011, p172
· Young, J. 2013. Tablets represent a huge opportunity for magazines, but more needs to be done to attract advertisers. [online] http://www.economistgroup.com/leanback/channels/tablets-represent-a-huge-opportunity-for-magazines-but-more-needs-to-be-done-to-attract-advertisers/#, [Accessed: 15/10/2014]
Bibliography
· Dickson, D. 2011. Advertising Engagement in Digital Magazines, [online] https://blogs.adobe.com/digitalpublishing/2011/01/ad-engagement.html, [Accessed: 15/10/2014]
· Hano, G. 2013. Digital Magazine Publishers and Advertising for 2013, [online] http://www.magplus.com/digital-magazine-publishers-and-advertising/, [Accessed: 15/10/2014]
· Moses, L. 2013. Who Killed the Magazine App? [online] http://www.adweek.com/news/press/who-killed-magazine-app-153253, [Accessed: 14/10/2014]
· Oppolis Software, 2013. Its time for digital magazine ads to engage with readers, [online] http://www.oppolis.com/news_its_Time_for_Digital_Magazine_Ads_to_Engage.html, [Accessed: 14/10/2014]
· Pringle H., and Marshall, J. 2011. Spending Advertising Money in the Digital Age: How to Navigate the Media Flow [book] Published by Kogan Page Publishers 2011, p172
· Young, J. 2013. Tablets represent a huge opportunity for magazines, but more needs to be done to attract advertisers. [online] http://www.economistgroup.com/leanback/channels/tablets-represent-a-huge-opportunity-for-magazines-but-more-needs-to-be-done-to-attract-advertisers/#, [Accessed: 15/10/2014]