79. Discuss the role of magazines as part of an advertiser’s media strategy. What are the advantages and limitations of magazines?
Magazines provide aninternally placedplatform for the presentation of detailed information that can be processed at the reader’s own pace--in contrast, TV and radio are externally placedmedia, meaning that the receiver cannot control the rate at which the information is processed. Magazines are more suitable than broadcast media because they deliver informative advertisements that the readers need time to study or examine. While magazines are not as effective as television for reaching mass audiences, they can reach highly selected target audience. Other advantages include reproduction quality, creative flexibility, size and placement of advertising material, long life span, and special publication services.Magazines are limited by the high costs placed by some publications, limited reach and frequency of magazines (for example, a triannual issue), the long lead time required to place an ad, and the high clutter level in many publications that make it difficult for an ad to get noticed and read.