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The 2014 edition of Magazines Canada’s Consumer Magazine Fact Book contains some very interesting data about the trends and consumer habits that are shaping the publishing industry now and into the future. While the focus of this article is on the Canadian publishing industry, many of the trends and developments are similar to, if not the same as what is being experienced in the United States.
With new data suggesting that the multi-tasking trend of the recent past has not increased productivity as was once promised, more attention is being paid to mindfulness, and the focused process of magazine reading ensures the undivided attention of customers to ads. Readers have always valued magazine advertising, they are trusted at the source, and ads are traditionally accepted as an essential part of the publication and reading experience.
Printed magazine advertising works in concert with digital publications to drive readers to advertiser’s websites. Targetability: With a range of titles that appeal to a wide variety of demographics, lifestyles and interests, advertisers can focus on those consumers that fit their needs.
Strong Visuals: Magazine ads can be highly creative and aesthetically appealing through the effective use of photography, graphics, color and copy. Portability: With the exception of in-car reading, magazines can be carried by consumers and read almost anywhere, at any time.
Advertorial: An in-depth advertising message can be created to appear more like editorial copy than an advertisement, although most magazines require such advertorials to be identified as advertising rather than editorial content.
In order for new or existing businesses to grow, all aspects of a company’s visual communication must be targeted to appeal to potential customers as much as possible. One of the most important ways businesses can project the right message to their target customers is through good design.

Magazines Canada is the national, not-for-profit trade association representing Canadian-owned, Canadian-content consumer, cultural, specialty, professional and business media magazines. In addition, the very nature of magazines allows publishers to engage readers in a very personal way. Consumers trust magazine content, and special-interest publications are typically the benchmark for information for that specific group.
Digital magazine publishing is becoming a leading influencer, leading readers to goods and services that are advertised within them, in effect driving the purchasing process from start to finish. Businesses have, in some cases, a split second to convince a customer that what they can offer will not only meet but exceed their expectations. Our aim as a design agency is to help our clients achieve that goal, by figuring out with them what exactly it is that they want to say and offering up the best solutions of how to do it.
Curated content and “advertorials” are new modes of communicating with readers and creating brand loyalty and engaging them in a real way.
It is not unusual for people to keep back issues of magazines on hand to refer to for future reference, and digital publications lend themselves even more to storage for future reference.
The various digital platforms now available to publishers allow an all-encompassing marketing opportunity to reach both mass and targeted audiences. The proliferation in the number of magazines means audience fractionalization, and most magazines actually miss most of their avowed target audiences. The ability to simultaneously and efficiently handle up to dozens of stakeholders (often with competing interests) a must.

From the clothes we wear and the magazines we buy, to the restaurants we frequent and the websites we visit; our choices as consumers increasingly define who we and how others see us. Modern consumers make vast assumptions about what a business has to offer just by looking at their logo, website design or sales brochure.
Advertisers have always loved the magazine format because, in concert with various other iterations such as digital publications and web-based content, magazines are the perfect format to deliver brand-relevant imagery to the reader, allowing them to have a tangible frame of reference and creating an environment where the customer is very receptive to advertising. This “shelf life” allows advertisers to create a lasting, durable message and customer loyalty.
We use brands to advertise what our hobbies are, what aspirations we have, what we’ve achieved, what we stand for and how much money we have. If a brand doesn’t immediately engage with a customer then the chances are they will look elsewhere. The old families are preparing their troops and poring over strategies in a race to secure their territory before it is invaded by new and unfamiliar forces. The best option might be to bundle up (again) and forge alliances between disciplines, but with internal politics and prevailing trends, that might be hard […]How the Agency of the Future Will Be Compensated May 2, 2016Ad services holding companies and agencies are in the throes of technology-driven operational changes and restructuring for a client-centric future in which there will be many more competitors from outside the agency world.

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