Do advertisers don’t ‘get’ digital virtual magazines?
After using them since 2005, the editor of surfing magazine Drift says that digital mags are a tough sell to advertisers. Users also prefer print magazines that they can flick through in the cafe, in a surf shop or in the back of a van (this is so Point Break).
I disagree. If digital editions of magazines, as in virtual page-turning magazines, don’t work because advertisers don’t ‘get’ them, then why is monkeymag.co.uk doing so well? I’d say it’s all about targeting the right audience with the right content.
I agree, the prospect of reading an indepth wordy three page feature in a digital magazine like monkeymag doesn’t appeal to me, but skimming through half page short features about quirky videos or ‘and finally’ oddball features does seem to work better for this medium.
Don’t dismiss the likes of virtual page magazines just yet. I’d argue that advertisers DO get this medium as they can relate it to the traditional print mag ad space concept. Just don’t ask advertisers to place their ads opposite a 600 word 10-point font feature.
