During a time when being physically transported anywhere is a challenge, women are on the hunt for ways to relax, engage, and be transported to new places from the comfort of their own homes. Look no further than magazines.
In September 2020, Are Media conducted research into why women across a range of life stages and ages buy and read magazines. The Magic of Magazines study* discovered that readers found magazines “completely absorbing”, and that they often got lost in the act of reading, describing the experience as “soaking in the content”.
Furthermore, research from the world’s pre-eminent Neuro-Insights company has found that magazines build brand equity by eliciting the strongest levels of emotional intensity
The emerging attention economy is set to change the way marketers plan and buy media, as active attention – meaning eyes on the screen – drives sales uplift for advertisers. The more attention that is paid, the longer the brand stays in the memory. In this podcast Prof. Karen Nelson-Field, UK Neuro-Insight CEO, Shazia Ginai, and Jane Waterhouse, General Manager of Are Media’s Story54, go granular on how attention is emerging as the new currency to improve advertising effectiveness and why reach is getting a reboot.
With every brand you interact with, there’s a little room that’s created inside your head for that brand. All the experiences and interactions that you have, they will furnish that brand room in the brain
WARC’s (World Advertising Research Centre) analysis of channel cost relative to what we know about the attention paid to advertising shows that magazines have the best return on investment compared to internet display, newspapers, OOH, TV and radio
Are Media is the first global publisher to partner with Professor Karen Nelson-Field’s attentionTRACE planning tool. Like us, they believe in the power of attention and are committed to transparency and delivering data for advertisers which will drive their bottom line.
FIND OUT MORERequest a full presentation on the Magic of Magazines or a whitepaper.
