It pays to advertise in target-specific magazines to attract customers for particular products.
In its 2011 Magazine Handbook: Engagement to Action, the Association of Magazine Media notes that magazine readership is on the rise compared with the past five years. It also cites consumers' trust in the advertisements they see in magazines and the ability to reach major demographic groups as some of the top reasons to advertise in magazines. Magazine advertising has proved over time that it's an effective way to reach consumers, especially through target-specific publications.
Well-Defined Audience
Identifying your target market is one of the most important parts of planning to launch a service or product to consumers, as your target market gives you a clear indication about the types of people you want to reach. If you know whom you want to reach and a target-specific magazine exists that caters to that market, it's a natural pairing for potential advertising success. The readers subscribed to the publication because they have a specific interest in that niche subject, and they are probably more inclined to have an interest in products and services designed to fit that niche.
Reader Expectations
When readers subscribe to a target-specific magazine, they already know what types of information they're going to receive. For instance, consumers who sign up for "How" magazine are prepared to read about graphic design, while readers of "Art Doll Quarterly" know the contents will include information on doll making. With these expectations in mind, these readers are already prepped to receive advertising offers that are directly related to the magazine's content.
Reader Mind-set
With the content of a target-specific magazine focused on fulfilling the needs of the niche readership, as opposed to mainstream readers, the content can work to arouse interest in the products that are offered in various advertisements throughout the magazine. For instance, a consumer may be reading an article about the importance of project management software for designers, in a magazine specifically for freelance designers. If he sees an advertisement for project management software built specifically for creative businesses, he may want to find out more information about the software, as opposed to seeing a TV commercial for the software or an advertisement in a more mainstream magazine that's less focused on his interests.
Sharability
One of the major benefits of advertising in print magazines is that magazines have a long shelf life. People hold on to magazines in their homes, share them with their friends or take them to their workplaces. This is especially true of readers of niche or target-specific magazines. If they have friends or colleagues whose interests match theirs, they may be inclined to share content and even advertisements of products they're considering trying. This is especially true in professional and creative circles.
Tags: target-specific magazine, your target market, especially true, interest products, management software, project management, project management software