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The Medium is the Message

The magazine publishing industry and the ads contained within these publications in this new digital age are evolving at a fast rate.

The global publishing industry is constantly undergoing major changes. People are rapidly migrating from the printed page to the Internet and smart devices for information and entertainment. Consumer behavior is shifting and publishers must respond in kind. But you know this.

Although most consumers still prefer to read hard copies of magazines, the percentages are rapidly flipping. Many are also interested in reading digital content exclusively on hand-held devices, and younger consumers would rather access content digitally.

Consumers still expect to pay more for printed content than for content distributed electronically, which is not always the case, with the recent trend of pay-wall type subscriptions. Many consumers have thus far seen digital-only content as a substitute for printed content, but that perception is also changing.


The magazine publishers that have proved most successful in entering the digital space are those that have been able to leverage strong brands across multiple media platforms and generate revenues from online advertising, search-engine marketing and e-commerce. In short, they have recognized that digital media require different business models from those they have developed to support their traditional print operations.

Magazine publishers and media buyers are well aware that consumers are shifting towards digital media. Some publishers expect to generate at least 20% of their revenues from digital platforms in the near-term. Traditional consumer magazine publishers that want to capture a share of the booming digital market will have to make major operating changes and the pay model for its products. Moreover, to successfully transition into the digital media model, publishers must first understand what digitally enabled consumers really want.

Although consumers differ by age, gender and nationality in their attitudes towards digital publishing, they are almost unanimous on one point: their aversion to intrusive online advertisements. Recent research has found that most consumers, regardless of age, dislike pop-up ads. Young respondents are more tolerant of pop-up ads when the content is free, while older readers are more willing to pay to avoid them.

Content advertising is becoming the standard for digital publications as advertising evolves in response to the reactions of consumers. The opportunities for revenue generation are varied and numerous. There is a digital solution that is right for your market sector. Let’s discuss it.