Magazine as Advertisement Media
12 b.
Color Magazines give more satisfaction in terms of color. Specifically,
magazines provide more visual pleasure which can effectively attract public’s
attention, since they are more colorful compared to newspapers. Moreover, the color enhances image and identifies the package Arens, 2006.
c. Authority and Believability
Magazines can increase the commercial messages. Even though other media such as television, radio, and newspaper offer information, but the
information they carry is lack of clear knowledge and meaning. Conversely, magazines offer deeper knowledge and deeper meaning Arens, 2006. Since
people can easily believe in what magazine says, therefore, magazine can persuade the readers effortlessly Bovee Arens, 1992.
d. Permanence
Magazines give permanence as the next advantage. This advantage allows the audience to see the advertisements in detail. The appraisal time lets the readers
get more complete information or detailed message from the advertisements Arens, 2006
e. Prestige
For the advertisers, introducing products using well-known magazines can increase selling power of the brand, for example, using TIME, ELLE,
Cosmopolitan , and CHIC magazines. Weilbacher 1984 says magazines are
considered prestigious because of the editorial excellences that typify them and the subscribers that they already have since their first publication.
13 f.
Audience Selectivity Magazines allow advertisers to get a particular target audience with a high
quality presentation. The target audience can be various, started from teenagers, women, businessmen, designers, and so forth. Moreover, magazines can select
their readers by using same community or same life style as the topic they are focusing on. Thus, there are magazines for certain interests, such as CHIC for
teenagers, Business Week for businessmen, ELLE for women, and Playboy for men Arens, 2006.
g. Cost Efficiency
Selecting the right and appropriate magazines as means to introduce products can help advertisers to cut the publishing-cost. Moreover, Bovee 1992
adds that the magazines used do not always have to be the famous one. The most necessary thing is the advertisement messages can be well delivered to the
audience. h. Selling Power
Promoting products, ideas, and services through magazines can increase the selling power Arens, 2006. Similarly, Gilson and Berkman 1980 add that
using magazine to bring the products, services or ideas in public notice will be beneficial since its appearance is interesting and appealing.
i. Reader Loyalty
Magazines allow advertisers to get loyal readers. The real example can be seen from people who claim themselves as subscribers of a certain magazine
Arens, 2006.
14 j.
Extensive Pass-Along Readership Since magazines have their own subscribers in a certain country or region,
they tend to make their readers keep following or reading the magazine after the initial monthly or weekly purchases Arens, 2006.
k. Merchandising Assistance
Referring to Arens 2006, advertisers can have a chance to generate reprints and merchandising materials that help them get more mileage out of their
advertisement campaigns through magazines. Furthermore, Weilbacher 1984 also states that magazines have long and active lives that encourage a significant
amount of multiple occasion reading. Therefore, it allows the audience to have a repeat reading toward monthly magazines within advertisements.