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

Jan 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.

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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.