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 September 2, 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 September 2, 2014).

Share This




More Science & Society News

Tuesday, September 2, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Get A Mortgage, Receive A Cat — Only In Russia

Get A Mortgage, Receive A Cat — Only In Russia

Newsy (Sep. 2, 2014) The incentive is in keeping with a Russian superstition that it's good luck for a cat to be the first to cross the threshold of a new home. Video provided by Newsy
Powered by NewsLook.com
Raw: Thousands of Fish Dead in Mexico Lake

Raw: Thousands of Fish Dead in Mexico Lake

AP (Sep. 2, 2014) Over 53 tons of rotting fish have been removed from Lake Cajititlan in western Jalisco state. Authorities say that the thousands of fish did not die of natural causes. (Sep. 2) Video provided by AP
Powered by NewsLook.com
U.N. Says Ebola Travel Restrictions Will Cause Food Shortage

U.N. Says Ebola Travel Restrictions Will Cause Food Shortage

Newsy (Sep. 2, 2014) The U.N. says the problem is two-fold — quarantine zones and travel restrictions are limiting the movement of both people and food. Video provided by Newsy
Powered by NewsLook.com
Get on Your Bike! London Cycling Popularity Soars Despite Danger

Get on Your Bike! London Cycling Popularity Soars Despite Danger

AFP (Sep. 1, 2014) Wedged between buses, lorries and cars, cycling in London isn't for the faint hearted. Nevertheless the number of people choosing to bike in the British capital has doubled over the past 15 years. Duration: 02:27 Video provided by AFP
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