Magazines can be grouped as weekly, monthly, bi-monthly, etc. they include general interest magazines, trade publications & special interest magazines. Business India, India Today, sports star, femina, star dust etc. are some popular magazines.
Advantages of advertisement in magazine:
- Easily availability:-
It can be easily available. This provides an opportunity to the advertisers to reach the narrowly defined readers segments.
- Long life:-
Advertisements placed in the magazines have a long life & is often passed along to several readers.
- More attractive & batter positioning:-
Advertisement for products or services positioned on life style variable can be placed well in the magazines as compared to newspapers.
- Prestigious media:-
Magazine advertising lends prestige to the product, especially when the magazine has high credibility & visibility.
Disadvantage of advertisement in magazines:
- Not so flexible:-
Most magazines have relatively long advertising deadlines, reducing the flexibility & the ability of advertisers to react to fast changing market conditions.
- Less impact in repetition:-
Repetitive advertisements in the magazines do not have the same impact as that in the newspapers.
- Small coverage:-
It rarely reaches the majority of a market segment. Therefore, for an effective exposure, either several magazines must be used or some alternative media must supplement the magazine schedule.