2020, the Covid-19 pandemic and lockdown has seen the demise of a number of print publications and a subsequent shift in advertising budgets from traditional methods to digital. While print adverts are static, digital is dynamic and engaging - offering readers a completely different experience with links, videos, interactive media, animations and more.

Within a digital magazine, you are able to create a content rich advert, which is more appealing than a simple image. As readers, when we browse through a print magazine or while watching TV, we have great intentions of looking into a product at a later stage but #LifeHappens and distractions take precedent. With adverts in digital magazines, a simple click can take you directly to the product or service that grabs your attention. Furthermore, digital magazine adverts are easier to track and can be filled with videos, photos and many interactive features which are likely to perform better than traditional adverts.

With a digital magazine advert,

your only limitation is your creativity.

We are living in a mobile-centric world, a fact that advertisers need to accept and make provision for. Creating a digital advert will be significantly more engaging than a static image - whether readers click a button or view a video - as well as providing the convenience of visiting the advertisers' websites with a single click. Creating an advert that is responsive is critical for engagement - adjusting itself to the particular device it’s viewed on for optimal viewing.

Print vs Digital Reach

Traditional print magazine adverts focus on reach, however, when trying to calculate this ‘reach’ there is often a lot of assumption (especially with free magazines) in terms of how many issues were picked up, how many people read each magazine and on which pages they spent most of their time.

Digital magazines, by their very nature, have significantly greater reach as they are not restricted by regional boundaries - online versions, depending on settings, can be viewed globally online. Readers can remain loyal as their location is irrelevant. Tracking is easier and more accurate as online publishing platforms track exactly how many times the magazines was read, which pages were clicked on and how long readers spend looking at their particular advert - all critical information for marketing decision making.

Target Audience

When considering digital magazine advertising, advertisers also need to consider their target audience - particularly young readers. For this younger, digitally-inclined generation, interactive digital magazines (as opposed to print) are an expected medium for communication. There is also an expectation of immediate gratification which digital adverts satisfy - providing the ability to click a link directly to the advertisers website or online store to enable the purchase to be made then and there.

Advantages of digital advertising • Interactive & convenient for readers to visit advertiser website • Easy to track (and more accurate) • Multimedia capabilities • Sharable • Less expensive

• Environmentally friendly

• No geographic limitations

If you would like to find out more about:

~ Developing and online magazine

~ Advertising in an existing online magazine

~ Copy writing or Ghost writing for your magazine or advert

Contact Shevaun from Chocolate Turquoise Creative CC on:

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Chocolate Turquoise Creative cc is an integrated marketing agency with expertise across a range of marketing services - from traditional to digital, strategy through to execution.

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