There is a ray of hope for magazines that do it right.
While print media continue to suffer at the hands of their online counterparts, new research from the University of Toronto Scarborough finds that print magazines with companion websites are able to attract more advertising dollars.
"Targeting is as important as ever," says Ambarish Chandra, Assistant Professor at UTSC's Department of Management. In a study of magazines in Germany, Prof. Chandra and Prof. Ulrich Kaiser of the University of Zurich found that magazines offering targeted advertising both in print and on the web can charge more from advertisers.
Magazines create interest around a specific topic, which attracts readers with similar interests. The more homogeneous the magazine's audience, the more attractive it is to advertisers looking to target a specific type of consumer.
And, it turns out, people who get their information from more than one medium - "multihomers", as Chandra and Kaiser call them - are particularly appealing to advertisers.
"You would think that advertisers would rather go after people who consume media from one source," says Prof. Chandra. Such people would be easier to find and to track.
But it turns out that the "multihomers" are more likely to see a brand's message more than once. "If they can reach you via print and online it's more likely that they can convince you to buy the product," says Prof. Chandra.
Magazines with websites will have the advantage over those that don't, because they will attract a homogeneous, targeted audience that will also be getting their information through more than one format. Such magazines can therefore charge more for their advertising space.
"It's very clear that circulation of print magazines in all markets has declined because of competition from the internet," says Prof. Chandra. "Magazines have to figure out how to embrace and integrate their print products with digital."
The study will be published in an upcoming issue of the journal Management Science.
Media Contact:Don Campbell
Dominic Ali | EurekAlert!
Fraunhofer HHI and Red Bull Media House work together to develop new VLC technology applications
13.10.2015 | Fraunhofer-Institut für Nachrichtentechnik Heinrich-Hertz-Institut
Communication is Key for Responsible Research and Innovation
10.07.2015 | Hochschule Rhein-Waal
Planet Earth experienced a global climate shift in the late 1980s on an unprecedented scale, fuelled by anthropogenic warming and a volcanic eruption, according to new research published this week.
Scientists say that a major step change, or ‘regime shift’, in the Earth’s biophysical systems, from the upper atmosphere to the depths of the ocean and from...
The Fraunhofer Institute for Solar Energy Systems ISE has installed 70 photovoltaic modules on the outer façade of one of its lab buildings. The modules were...
Nerve cells cover their high energy demand with glucose and lactate. Scientists of the University of Zurich now provide new support for this. They show for the first time in the intact mouse brain evidence for an exchange of lactate between different brain cells. With this study they were able to confirm a 20-year old hypothesis.
In comparison to other organs, the human brain has the highest energy requirements. The supply of energy for nerve cells and the particular role of lactic acid...
In laser material processing, the simulation of processes has made great strides over the past few years. Today, the software can predict relatively well what will happen on the workpiece. Unfortunately, it is also highly complex and requires a lot of computing time. Thanks to clever simplification, experts from Fraunhofer ILT are now able to offer the first-ever simulation software that calculates processes in real time and also runs on tablet computers and smartphones. The fast software enables users to do without expensive experiments and to find optimum process parameters even more effectively.
Before now, the reliable simulation of laser processes was a job for experts. Armed with sophisticated software packages and after many hours on computer...
Researchers at Heidelberg University have devised a new way to study the phenomenon of magnetism. Using ultracold atoms at near absolute zero, they prepared a...
25.11.2015 | Event News
17.11.2015 | Event News
21.10.2015 | Event News
27.11.2015 | Press release
27.11.2015 | Life Sciences
27.11.2015 | Materials Sciences