Featured Research

from universities, journals, and other organizations

Ray of hope for magazines in digital era

Date:
January 15, 2014
Source:
University of Toronto
Summary:
While print media continue to suffer at the hands of their online counterparts, new research finds that print magazines with companion websites are able to attract more advertising dollars.

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.


Story Source:

The above story is based on materials provided by University of Toronto. Note: Materials may be edited for content and length.


Cite This Page:

University of Toronto. "Ray of hope for magazines in digital era." ScienceDaily. ScienceDaily, 15 January 2014. <www.sciencedaily.com/releases/2014/01/140115143610.htm>.
University of Toronto. (2014, January 15). Ray of hope for magazines in digital era. ScienceDaily. Retrieved August 21, 2014 from www.sciencedaily.com/releases/2014/01/140115143610.htm
University of Toronto. "Ray of hope for magazines in digital era." ScienceDaily. www.sciencedaily.com/releases/2014/01/140115143610.htm (accessed August 21, 2014).

Share This




More Science & Society News

Thursday, August 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Cadavers, a Teen, and a Medical School Dream

Cadavers, a Teen, and a Medical School Dream

AP (Aug. 21, 2014) Contains graphic content. He's only 17. But Johntrell Bowles has wanted to be a doctor from a young age, despite the odds against him. He was recently the youngest participant in a cadaver program at the Indiana University NW medical school. (Aug. 21) Video provided by AP
Powered by NewsLook.com
Families Can Now Ask Twitter To Remove Photos Of Deceased

Families Can Now Ask Twitter To Remove Photos Of Deceased

Newsy (Aug. 20, 2014) In the wake of a high-profile harassment case, Twitter says family members can ask for photos of dying or dead relatives to be taken down. Video provided by Newsy
Powered by NewsLook.com
Reasons Why Teen Birth Rates Are At An All-Time Low

Reasons Why Teen Birth Rates Are At An All-Time Low

Newsy (Aug. 20, 2014) A CDC report says birth rates among teenagers have been declining for decades, reaching a new low in 2013. We look at several popular explanations. Video provided by Newsy
Powered by NewsLook.com
Do More Wedding Guests Make A Happier Marriage?

Do More Wedding Guests Make A Happier Marriage?

Newsy (Aug. 20, 2014) A new study found couples who had at least 150 guests at their weddings were more likely to report being happy in their marriages. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins