How Brands Are Switching Up Their Approach to Magazine Advertising
Magazine brands are having a tough time. Sales are falling, and you only have to look at the latest ABC figures to see how fast.
Women’s weeklies are particularly struggling. The circulation of Time Inc.’s Look was down 35.4% in the first half of 2017, with sales for Woman magazine down 17.6%. Men’s titles, TV listings and home interest publications also saw sharp declines. News and current affairs titles fared a lot better, in part due to the tumultuous news agenda – thanks Donald Trump.
Simultaneously, advertisers seem to be moving away from the medium. Total ad spend was £877m in 2016, a decline of 6.8% compared to 2015 according to AA/Warc figures. It forecasts that ad spend will drop by a further 8.2% in 2017.