Advantages of Magazine Advertising:
Permits easy reach to niche markets/ particular target audience. Magazines are highly targeted so it’s possible to purchase ad space in that particular magazine that will be read by your target audience no matter how specialised it may be. For example, Filmfare is an Indian magazine that puts a large focus on Bollywood. New Hindi films are often advertised in this magazine because of the popularity of Hindi films in the country.
High reader involvement means that more attention will be paid to the advertisement.
Magazines provide products a boost in esteem and prestige giving consumers the status and the credibility of the advertised product and of the ad itself.
Magazines have a more shelf life. Magazines that have TV timings for a month or a week in them last as long as it has its usefulness. Some others are used as references for the future.
Ads in magazines look better and so is the product, because of better quality paper, colours, fonts, sizes, inserts, etc.
This medium can be used more thoroughly to distribute attached promotions, coupons, samples etc. For example, a cologne advertisement in magazines usually attached to a sample paper with its smell.
Disadvantages of Magazine Advertising:
Long lead Time – Most magazines are issued monthly so it can involve a long lead in time to getting into print and getting responses.
The slower lead time heightens the risk of your ad getting overtaken by events. There is a limited flexibility in terms of ad placement and format.
Smaller advertisers don’t get the best positioning in the magazines and are usually crowded together in the back.
Space and ad layout costs are higher.
One needs to be very careful to verify the stated circulation figure of the magazine.