Magazines without advertisements? They are rarely seen! Advertisements are vital for publishers and their products.
Why Ads in Magazines are Vital
First of all, advertisements can reel in a lot of money for publishers. Money that can be used for all kinds of means to make the magazine more attractive: photos from famous photographers, paper of a higher quality, premiums... Publishing companies with a lot of money in the bank can use the money from magazine advertisements for expanding their company. The value of their shares can go up and they are able to hire more good people and thus improve quality.
But magazine advertisements are also crucial for other reasons. When successful brands advertise in certain magazines, the readers of these magazines will attribute a bigger value to it, in the line of ‘if these brands are willing to advertise in this magazine, then the magazine must be worthy enough.’ It contributes to the status of a magazine.
Choosing the Right Advertisements
Publishers need advertisements, but does this mean that they should publish everything that is offered to them? It is important to choose advertisers and advertisements that add up to the look and feel of the magazine. For example a glossy magazine for girls between 12 and 16 years old: The most suitable ads for these kinds of magazines are fashion ads (beautiful photos representing clothes, shoes, bags...), personal hygiene (tampons, acne...), beauty (make-up, perfume...) music and television and so on. Choosing for the magazine ads which represent for example new cars or young children’s books are thus not suitable.
Magazine Advertising Rates
What is the common rate for a magazine advertisement? This is not a question that can be answered with one number. Rates can for example vary between $1000 en $12000! Advertising rates depend on different criteria like:
- Circulation: how many copies of the magazine are printed every week/month? A magazine with only 10.000 copies will reach a smaller audience than a magazine that has 75.000 copies every week/month. Magazines with smaller circulation will have lower advertising rates.
- Size: how big is the advertisement? A one page advertisement will be more expensive than one eight of a page.
- Place: where will the advertisement appear? Advertisements that will appear on the cover pages will be much more expensive than those on pages at inside of the magazine.
Magazine advertisements reel in money for publishers and they add up to the look and feel of a magazine. They can also contribute to the status of a magazine, since readers believe that advertisers don’t advertise in ‘crappy’ magazines.
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