By: Lane Olander

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Buying magazines from a newsstand seems to be a thing of the past. Newsstand sales dropped 11% in the second half of 2013. However, as traditional print magazines are on the way out, digital versions of magazines are on the rise. Digital magazine sales rose 36.7%.

Some of the biggest names in celebrity and fashion magazines are hurting in sales. Magazines like OK!, Vogue, Cosmopolitan, and People’s StyleWatch all had declines in sales. The celebrity and fashion magazines are not the only ones struggling. Health and fitness magazines are also taking a hit. The entire magazine industry didn’t see declines in sales though. The most successful categories were business magazines and, surprisingly, gun magazines.

These sales trends show that magazines need to take advantage of digital possibilities. As the rise in sales in digital magazines shows, people like to read magazines on their phones, computers, and iPads. When magazines transfer themselves into the digital sphere, there are some important changes that should be made.

Advertising in a print magazine has several limitations, but those are lifted when a magazine goes digital. In order to be remembered, advertisers need to pull out all the stops. GfK MRI Starch Advertising Research found that the most remembered ads in tablet magazines were interactive. Readers remembered the ads that had video involved or asked them to click to see more.

As the market for magazines change it is important for magazines and those advertising in them to keep up with the latest technology in order to maintain readers and sales.

 Sources:

http://adage.com/article/media/magazine-tablet-editions-top-ads-2013/291675/

http://www.adweek.com/news/press/celebrity-weeklies-fashion-magazines-continue-struggle-newsstand-155527

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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