Magazines are no different and the PPA has designated this week as Magazine Week. The weeks are largely symbolic, rather than business-critical, but they do offer an excellent opportunity to focus on the unique selling points of a medium that, as a magazine editor, are obviously close to my heart.
Magazines are a fantastic vehicle for advertisers to reach a huge range of general and specialist target audiences in an environment where readers actively seek out and engage with advertisements. Media Week has done its bit to mark the week by shining the spotlight on the seven ages of the magazine reader in this week's feature (see page 24). The article shows there is a magazine and a target audience of responsive readers for every conceivable brand or advertiser.
Also live today, at Media Week TV (www.mediaweek.tv), is an interview with two senior magazine executives - IPC Connect's managing director Evelyn Webster and special interest media group Future's chief executive Stevie Spring - that sheds more light on the magazine world and how it is set to develop over the next few years.
Both women accept that the current economic climate will put pressure on their advertising revenues, but say magazines are robust because of their extra engagement and ability to offer an escape from the realities of everyday life. From a copy sales point of view, there is an opportunity, because in a downturn, treat items such as magazines tend to do very well.
Spring emphasises that magazines offer something for everybody and an environment where readers enjoy ads as part of the experience. Webster notes that magazines reflect the interests and passions of all UK men and women, and that nothing can beat magazines for engagement.
Amen to all that. In a week of continuing doom and gloom in the world of finance, let's take a few moments to celebrate magazines and the unique environment they offer to advertisers.
Steve Barrett is editor of Media Week
steve.barrett@haymarket.com