 They allow an advertiser to reach a particular target audience with a high-quality presentation, as well as:  Flexible design options  Prestige  Authority  Believability  Long-shelf life

RankAdvertiserSpending-millions 1 Procter & Gamble$ Altria Group General Motors Johnson & Johnson L’Oreal Ford Time Warner DaimlerChrysler GlaxoSmithKline Toyota234.6

 Magazines offer advertisers various technical or mechanical features.  These include:  Bleed pages  Cover positions  Inserts & gatefolds  Special sizes

Highly desirable position. Few mags sell first cover ads. The second, third, and fourth covers are popular.  When the dark or colored background of the ad extends to the edge of the page, it is said to bleed off the page.  Offered by most magazines.  10-15% more  More dramatic impact!

 An insert is when an advertiser prints an ad on high-quality paper stock to add weight & drama to the message, then ships to publisher for insertion. A gatefold is an insert whose paper is so wide that the extreme left & right sides and need to be folded into the center to match the size of the pages.

 Longer life span.  People read magazines more slowly and thoroughly than newspapers.  Printed in color and have good print quality.  Offer a variety of presentation formats, including full-page ads, two-page spreads, gatefolds, return cards, and heavy stock inserts.  Cost is higher than newspaper.  Magazines are often printed a month or two in advance of publication, so the deadline for submitting ads is several weeks or months before actual publication. Advantages Disadvantages