My 86-year old father is in the process of buying a new car. I became aware of this when, to my astonishment, I found him sitting in the sunroom reading lifestyle magazines. My dad is a retired chemical engineer who spent nearly 40 years working for U.S. Steel in Pittsburgh, Pa. His interests are new developments in coke processing, golf, fishing, and the Steelers --- not learning how to make wild rice pilaf from scratch, or a washcloth mitt out of decorative ribbon.
When I asked my father why he was reading these magazines, he held up a full-page, color ad for an SUV and said, "Just take a look at this ad. You can really see and appreciate the styling and the detail in the design of this car --- a lot better than on TV or in a newspaper."
In fact, magazine ads have a long, rich history of providing people with ideas for products and services that match or enhance their lifestyle. The first magazine ad appeared in 1742 in Benjamin Franklin's General Magazine.
Yet with the growth of new media and innovative technologies, it is easy to wonder if print ads are a good way to spend advertising dollars. Research recently conducted by KS&R on vehicle purchase decision making reveals that magazine ads play an important, complementary role to visual, audio and electronic media.
For a consumer shopping for a new car, magazine ads offer real advantages:
Additionally, research indicates that consumers tend to keep magazines around and flip through them several times before finally storing, lending, or recycling them. Why is this important? An ad needs to be seen 3-10 times in order for it to be effective. With a print ad in a magazine, an advertiser can achieve effective frequency in just one issue.
Mark Twain said, "Many a small thing has been made large by the right kind of advertising". I think my dad would agree, as he sits back on the couch and dreams of GM's new keyless entry system on his next vehicle.
All the best,