During a time when being physically transported anywhere is a challenge, women are on the hunt for ways to relax, engage, and be transported to new places from the comfort of their own homes. Look no further than magazines.
In September 2020, Are Media conducted research into why women across a range of life stages and ages buy and read magazines. The Magic of Magazines study* discovered that readers found magazines “completely absorbing”, and that they often got lost in the act of reading, describing the experience as “soaking in the content”.
Furthermore, research from the world’s pre-eminent Neuro-Insights company has found that magazines build brand equity by eliciting the strongest levels of emotional intensity
The emerging attention economy is set to change the way marketers plan and buy media, as active attention – meaning eyes on the screen – drives sales uplift for advertisers. The more attention that is paid, the longer the brand stays in the memory. In this podcast Prof. Karen Nelson-Field, UK Neuro-Insight CEO, Shazia Ginai, and Jane Waterhouse, General Manager of Are Media’s Story54, go granular on how attention is emerging as the new currency to improve advertising effectiveness and why reach is getting a reboot.
Request a full presentation on the Magic of Magazines or a whitepaper.