Did you know the first magazine appeared in 1663? (Click here to read Britannica’s entry regarding the history of publishing.) It’s true. Johann Rist published the first monthly periodical over 350 years ago! Since then, publications have become a staple of our daily lives. We look to newsletters, journals, magazines and catalogs for information about our communities, industry trends, new products, as well as entertainment. One reasons why periodicals continue to endure is because they respond to people’s desire for interaction. In today’s blog, we offer insight into trends in the magazine industry and discuss the benefits of marketing in digital, interactive publications. (Click here to learn more about our publications services.)
Are Publications Still Relevant?
When most people think of periodicals, they immediately think of print. And as we know, print publications have been on the decline since the early 2010s. This decline correlates with the rise of smart phones, e-readers, tablets, and other devices that allow people to access information online. Nevertheless, data shows that people still consume both digital and print publications on a regular basis.
For example, users read digital magazines over 83 million times when Readly launched its mobile app in 2019. Two years later, the Association of Magazine Media recorded 228.7 million subscriptions to print and digital magazines. These findings suggest we should not be so quick to write off publications as a valuable means of marketing. Further (and perhaps to the surprise of some), print publications are making a slight come back thanks to Gen Z. Zines (an abbreviated term for magazine that usually refers to indie or art magazines) are increasingly popular with young adults looking to unplug (although zines may also appear in digital format).
Benefits of Interactive Publications
Digital publications in particular offer a range of new options to advertisers. For example, digital ads in an online periodical can link to a landing page specifically designed to engage interested customers and persuade them to buy. Unlike print ads, which require readers to put down the magazine to call or visit a website, ads in digital magazines offer a seamless transition from reading to browsing. Plus, you can use web analytics to measure how well your ad is performing with its audience. With this knowledge, you can refine your ad for the next issue to increase the likelihood of conversions.
Moreover, digital publications support interactivity, including animation, video, and audio. In 2021, video has solidified its position as the number one medium for advertising, with 86% of companies using video as part of their marketing strategy. The rise of video’s popularity is tied to social media channels that prioritize video content, including Facebook, Instagram, and TikTok. Gifs are another popular form of interactive advertising. Gifs can be branded and customized to promote a new product or service. Or, you can use one of the internet’s time-tested gifs to make your brand more relatable and memorable to your audience. (Click here to see Giphy’s top gifs of 2020.)
Still unsure how marketing in interactive publications will help your business? That’s okay! We’re here to answer any questions you may have. Send an email to firstname.lastname@example.org or give us a call 845-856-1266. We love helping people learn more about marketing.