The following is from the 2010/11 MPA Magazine Handbook: Magazine audiences are growing – and young adults read heavily: The number of magazine readers has grown more than 4% over the past five years. Ninety-three percent of adults overall and 96% of adults under age 35 read magazines.
By Peter Lyle DeHaan, PhD There is a troubling trend in advertising; it is making ad buys based strictly on ROI (return on investment) calculations. This tendency began in earnest with online advertising, which provides readily available performance data, such as impressions, clicks, and leads. Soon, advertisers were justifying ad buys solely using cost-per-click or […]
By Peter Lyle DeHaan, PhD Many people who are not trained in the art of marketing, have the false assumption that they can run one ad and make the phone ring. This is rarely the case. Regarding the need for ongoing advertising, author Debbie Elicksen says it best: “A one-shot ad rarely works. Many businesses […]
By Peter Lyle DeHaan, PhD “Digital Advertising is Being Clobbered by Traditional Media,” so reads the headline from TradingMarkets.com, PIworld.com, and others in summarizing research reported by Zussi Research in August 2010. The report notes that contrary to the hype surrounding online advertising, traditional advertising is perceived as more informative and necessary than online advertising. […]
By Peter Lyle DeHaan, PhD As our economy—both in the US and globally—begins to slowly emerge from recession, now is the ideal time to revisit your marketing strategies. For companies that scaled back their advertising expenditures during the downturn, it is advisable to ramp up marketing efforts as buyers ready themselves to make those purchases that […]
By Peter Lyle DeHaan, PhD It seems that every other week there is a study extolling the virtues and desirability of digital publications. They make such claims as: While I don’t dispute findings such as these, their survey base can render any conclusions as errant. The problem is that surveys about digital publications involve talking […]
By Peter Lyle DeHaan, PhD In his article, Advertising’s Compound Interest, Jim Gustafson discusses advertising effectiveness. He correctly states: All advertising mediums can be effective when used properly and consistently. However, no advertising is worth the investment if you just shotgun it or try it a short time. The Right Medium The first key is […]
By Peter Lyle DeHaan, PhD “Print is a display technology,” notes columnist Andrew Brenneman. “Ink on paper will endure well into the digital age.” He then lists seven reasons why, stating that Print is: 1. Physical: it has a tangible presence, working well for active and passive seekers 2. Portable: it can be easily moved; […]
By Peter Lyle DeHaan, PhD I am a voracious magazine reader. For years, I have had a stack of magazines awaiting my attention. Although I eventually read them, it may not be done quickly. Lately, however, my backlog of unread magazines has been steadily diminishing. This is because some magazines have ceased publication, others have […]