online media
Modern readers tune into
online marketing
The average reader is becoming more Consumers’ expectations of advertising Similar to a television advertisement,
demanding in their quest for information. are becoming more demanding. With the
video can be embedded into an online
Present it in the right way and publisher and proliferation of media and the developments
magazine which allows the advertiser to
advertiser alike could reap the rewards.
in technology, there are increasing
fully capture a reader’s attention. Videos
Advertising has a multiplicity of roles.
opportunities for the consumer to notice only
can be embedded or streamed from
Its primary function is as a source of
the advertising that captures their attention
another location, and provide ‘play’ and
communicating new products, services,
and truly interests or entertains them.
‘pause’ options for the reader who might
wish to view the video later.
prices and promotions to a target audience.
The consumer believes that advertising must
However, advertising is also a part of modern
The integration of video into a
continually improve to capture their attention,
culture, something that is talked about in
magazine enables the publisher and
and that the improvement of advertising
everyday conversations and which can be a
advertiser to harness some of the
rests in its ability to become more appealing
significant source of entertainment. Let’s face
universal nature of television advertising
both in its originality and ability to engage and
it – an advertiser’s competition is fierce and
– the most dominant, talked about and
entertain. The rewards from advertising will
a reader’s attention only limited.
remembered advertising medium. This is
come from advertising that in turn rewards
particularly relevant for today’s consumers,
According to a recent study undertaken by
the consumer.
who are becoming more demanding,
the Advertising Standards Authority, readers
seeking cleverness, originality and humour
of a printed magazine are most likely to edit
Complementary service
in advertisements.
out advertising that doesn’t interest them.
So if advertising on the printed page is
Conversely, specialist magazines offered the
becoming harder to engage the reader, what Information is, and will continue to be,
most opportunity to use advertising as a
about the possibilities offered by online important. However, the trend continues
source of relevant and desired information.
media? Far from signaling the downfall of
towards advertising directing people to
the printed page, it is fast being recognised
sources of information rather than trying to
Generic Ad CMYK A5:Layout 1 4/22/09 4:10 PM Page 1
that the creation of a digital, ‘page-turning’
communicate all of the information within
version of a magazine title can complement
the advertisement itself. In this context,
9 MILLION
the printed version and enhance a publisher’s
digital media grows in importance to
offerings to the advertiser.
magazine advertising, enabling the advertiser
children die every year to capture the attention of the reader with
before they’re 5 years old
Online media provides a variety of
eye-catching, moving imagery and thought-
opportunities for the advertiser to promote
provoking and entertaining advertising,
WE’RE
their brand, and for the publisher to increase
whilst benefiting from a customer’s ability to
fighting the hunger
revenue. Page-turning software is interactive,
‘click through’ to the advertiser’s website for
and illness that
enabling the reader to click directly through
further information – instantly.
kills them
to the advertiser’s website with ease.
YOU
Advertising solutions
The reader is able to bookmark pages,
help us get more
The Advertising Standards Authority
allowing them to refer back to articles or
children to their
research showed that the quality of the
advertisements of interest. In addition, the
5th birthday
production, media placement and tone
incorporation of video, audio and flash brings
or style of an advertisement has a major
Find out how at
the publication and advertisements to life,
impact on the quality and credibility
savethechildren.org.uk
engaging the readership. Each of these factors
perceptions of the brand. Therefore, it is
adds that all-important ‘value’ to a publisher’s
important for a publisher to be able to offer
advertising menu. This in turn, allows the
advertising solutions that provide versatility
publisher to maximise advertising sales and and perceived quality to the reader.
enables the advertiser to increase the reach
To access the online edition of HeadsUp
and impact of its advertisements.
issue 4, please visit: http://headley.co.uk/
In addition to being a cost-effective means
headturner/headsupissue4.
‘To view this advertisement within
the digital edition of HeadsUp,
of creating and distributing literature, a digital
For further information on the page-turning
including video incorporation,
version of a magazine enables the publisher software offered by Headley Brothers,
please visit:
to integrate moving imagery into a page. This please contact Pre-Media Manager
http://headley.co.uk/headturner/headsup4
is music to the ears of the ever-discerning Jim Duggan: 01233 623131,
advertiser, who faces the constant struggle of jim.duggan@headley.co.uk.
attempting to engage the reader’s attention.
headsup 5