Targeted audiences and websites can help magazines whether the onslaught of online competition

January 15, 2014

There is a ray of hope for magazines that do it right.

While print media continue to suffer at the hands of their online counterparts, new research from the University of Toronto Scarborough finds that print magazines with companion websites are able to attract more advertising dollars.

"Targeting is as important as ever," says Ambarish Chandra, Assistant Professor at UTSC's Department of Management. In a study of magazines in Germany, Prof. Chandra and Prof. Ulrich Kaiser of the University of Zurich found that magazines offering targeted advertising both in print and on the web can charge more from advertisers.

Magazines create interest around a specific topic, which attracts readers with similar interests. The more homogeneous the 's audience, the more attractive it is to advertisers looking to target a specific type of consumer.

And, it turns out, people who get their information from more than one medium - "multihomers", as Chandra and Kaiser call them - are particularly appealing to advertisers.

"You would think that advertisers would rather go after people who consume media from one source," says Prof. Chandra. Such people would be easier to find and to track.

But it turns out that the "multihomers" are more likely to see a brand's message more than once. "If they can reach you via print and online it's more likely that they can convince you to buy the product," says Prof. Chandra.

Magazines with websites will have the advantage over those that don't, because they will attract a homogeneous, targeted audience that will also be getting their information through more than one format. Such magazines can therefore charge more for their space.

"It's very clear that circulation of print magazines in all markets has declined because of competition from the internet," says Prof. Chandra. "Magazines have to figure out how to embrace and integrate their print products with digital."

The study will be published in an upcoming issue of the journal Management Science.

Explore further: Magazine publishers creating 'iTunes for magazines': reports

Related Stories

Time Inc to slash hundreds of jobs

January 30, 2013

Time Inc. said Wednesday it was cutting several hundred jobs as the US publishing giant streamlines to adapt to a "multi-platform" media landscape.

Time spin-off highlights risks facing magazines

March 10, 2013

From Sports Illustrated to People to its namesake magazine, Time Inc. was always an innovator. But now when the troubled magazine industry is facing its greatest challenge, the company Henry Luce founded is struggling to ...

Recommended for you

French teen finds 560,000 year-old tooth (Update)

July 28, 2015

A 16-year-old French volunteer archaeologist has found an adult tooth dating back around 560,000 years in southwestern France, in what researchers hailed as a "major discovery" Tuesday.

Oldest known Koran text fragments discovered

July 23, 2015

Two pages of text written on parchment that are believed to be sections of the Koran (Chapters 18 and 20) have been discovered by a PhD student in a British university library and are believed to be the oldest ever found. ...

1 comment

Adjust slider to filter visible comments by rank

Display comments: newest first

missaudreyhenry
not rated yet Jan 16, 2014
Your article I found interesting from the perspective of online advertising for printed material. Yes it is needed for print to survive, and the moving to digital or the keeping both forms for many magazines will be a trend in 2014. Magazine publishers are testing the waters launching online versions. Already lots have found a measured success - and have abandoned their print version. This transition is being made by so many companies. It is about testing your audience - knowing and trying to measure how your market will respond. There are many services and software companies on the market at the minute. If you want a digital magazine to be compatible across all devices http://www.3dissue.com/ is good across them all - giving better distribution scales globally, by reaching a wider audience.

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.