The CMO Council’s new study:
CONSUMERS HESITANT TO EMBRACE E-READER ADVERTISING; OPT FOR TANGIBLE, BUT TARGETED, EXPERIENCES IN MAGAZINES
Consumers are holding on to their magazines, not ready to join the e-reader revolution, but are open to change in the form of more relevant and targeted, personalized advertising engagements …
“Consumers view magazines as part of an overall experience, likely rooted in leisure and relaxation. The advertising within print publications is viewed as part of that experience, similar to the commercials during the Super Bowl. What is telling is that regardless of channel, consumers are demanding a more personalized engagement, not necessarily a more digital one when it comes to their leisure time publications.”
As usual, it all sounds very familiar. NostraChuckus had something to say about this subject years ago:
Positioning Magazines for Baby Boomers (April, 2007)
There are active and passive parts of our day. Without getting into too much psychobabble, as you get older the passive side needs more nourishment. It’s not really passive. It’s focused absorption. At some point you have to climb out of your frenetic digital nest and concentrate on one thing. It might be reading a book, watching a TV show or movie, listening to music, looking out the window.
Or immersing yourself in a magazine.
This isn’t ‘down time’ (that would be sleeping), but nourishing your psyche by absorbing and not actively being involved in what you’re doing.
Magazines do not compete with the various offerings slithering and exploding in a digital nest … It’s like a pleasant dinner, a walk, a good movie, a good book – to be singularly appreciated.
… For a big part of their day Baby Boomers are happy to fly far from all the chaos and into another nest – one that is warm and nourishing. That’s where they will find, among other delectable items, your magazine.
And the smaller these doodads get, the less visceral impact they will have:
The visual power of the web will fade as more people use handheld devices. Goodbye, fancy-schmancy web sites. People will get bored sifting through it all when they can find what they need with their smartphones …
That silly retronym “traditional advertising” will remain the premiere force for introducing people to a product or service, along with sustaining its shelf life. Television, print, radio, and billboard ads will continue to have the visceral power they’ve always had – if only for their sheer size, simplicity, and cutting-edge audio/visual qualities. Advertising on smartphones will be considered an annoyance, invasive, and rather dinky – while marketing (coupons on steroids, and more) will flourish and dominate.
In a Fast World, There is Still Room for Slow and Steady
… Most members of the Baby Boom and Silent Generation would agree that a fast-paced world does not mean everything in it has to be at the speed of a texting pre-teen.
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