They allow an advertiser to reach a particular target audience with a high-quality presentation, as well as:

Flexible design options Prestige Authority Believability Long-shelf life

Rank Advertiser Spending-millions

1 Procter & Gamble $789.4

2 Altria Group 506.2

3 General Motors 475.0

4 Johnson & Johnson 378.0

5 L’Oreal 337.9

6 Ford 323.8

7 Time Warner 308.3

8 DaimlerChrysler 297.9

9 GlaxoSmithKline 238.9

10 Toyota 234.6

Magazines offer advertisers various technical or mechanical features.

These include: Bleed pages Cover positions Inserts & gatefolds Special sizes

Highly desirable position.Few mags sell first

cover ads.The second, third,

and fourth covers are popular.

When the dark or

colored

background of the

ad extends to the

edge of the page,

it is said to bleed

off the page.

Offered by most

magazines.

10-15% more

More dramatic

impact!

An insert is when an

advertiser prints an

ad on high-quality

paper stock to add

weight & drama to

the message, then

ships to publisher for

insertion.

A gatefold is an insert whose paper is so wide that the extreme left & right sides and need to be folded into the center to match the size of the pages.

Longer life span. People read magazines

more slowly and thoroughly than newspapers.

Printed in color and have good print quality.

Offer a variety of presentation formats, including full-page ads, two-page spreads, gatefolds, return cards, and heavy stock inserts.

Cost is higher than newspaper.

Magazines are often printed a month or two in advance of publication, so the deadline for submitting ads is several weeks or months before actual publication.

Advantages

Disadvantages