Newspaper and magazine advertising, often thought of as “traditional” media, still command an enormous reach and frequency despite the emergence of electronic media among younger demographic audiences. Nationally, 100 million people still read a newspaper on an average weekday, and the audience is identifiably upscale, educated and professional. It offers the immediacy of a daily medium targeted to a very specific and loyal reader. It allows enormous flexibility in messaging, credibility in environment and welcomes OTMM’s brand of seamless integration of informative advertising into its pages. It is selective rather than intrusive, in that the advertising message is not “forced” on its’ readers.
Likewise, magazine readers total more than 187 million readers per month, of which 95% read the printed edition. With ever evolving niche audiences, magazines offer a vast amount of segmentation yet maintain a large critical mass of involved readers. Magazines have even co-opted the advertorial paradigm embedding much paid direct marketing communications within their editorial environment. And although much has been written about the ultimate decline of all printed media, both still offer a satisfyingly large and responsive audience to our direct marketing messages.
The aging demographic of these media offer a particular opportunistic advantage to products and services targeted to the retiring baby boomer generation, and OTMM and its successful clients continue to mine this rich and responsive audience.