8 faits sur la publicité en presse

Published : 02/23/2021 15:59:19 Updated : 10/02/2023 13:05:19 Optimize your media budgets

Équipe Adintime

Pôle Marketing

The Press is a medium that allows you to reach your audience powerfully and with high quality for advertising. Let's review the key figures and information about this strategic medium.

I - The Press is Deeply Embedded in Our Daily Lives

France, ahead of Germany and the United States, is the country in the world where people read the most magazines.

96% of the French population reads magazines every month.
51% of them read it daily, which amounts to nearly 26 million readers.
Share of the population consulting at least one magazine per month per country.

>>> If you're looking for a magazine title, ADINTIME is made for you! Find your title on our dedicated page for the press and request a quote.

II - Trust

The reading contract that binds a magazine to its reader is a guarantee of trust. Indeed, the press is the preferred medium for any advertiser wishing to gain credibility with their target audience.

III - Highly-Regarded Advertising in Print

Advertising is very well received in the press because it is integrated into this reading contract, becoming part of the reading pleasure.

Press advertisements are often placed in an appropriate context related to the media's subject matter. For example, an advertisement for beauty products can be placed in a fashion or beauty magazine, creating a logical continuity for readers and enhancing the relevance of the advertisement.

Attitude of the French Toward Advertising by Media Type.

IV - Brand Image and Preference

Print is the medium that most strongly contributes to brand image and preference.

Press advertising allows for a careful and detailed presentation of the brand. These ads can enable the brand to describe its values, history, etc. This ability to provide detailed information allows consumers to better understand the brand and thus develop its image.

V - The Press Increases Your Media Plan's Coverage

Of all the readers of a Press brand, 59% of them are exclusive to Print, 20% exclusive to Fixed Internet, and 4% to Mobile Internet.

The duplicators, who read the title on multiple platforms, represent 17% of the total readership.

In the first half of 2023, the press is the second medium in terms of the number of advertisers, including more than 8,000 in digital (source BUMP 2023, KANTAR Media).

press increases your media plan's coverage

VI - In the Age of Multitasking, the Press Captures the Most Attention

The constant flow of information and the proliferation of channels promote multitasking, which in turn leads to a general decrease in the attention of the French population and a dilution of information media:

The press, with the lowest multitasking rate, remains a medium where readers are more focused.

VII - Key Criteria to Consider When Choosing Your Advertising Platform:

Frequency and mode of distribution
Family of press
Nature of the title: its reading contract, its personality
The quality of its content
Paper and printing
A bi-media strategy
An event strategy (promotions, street marketing, product launches)

Also, read our article on tips for choosing the most suitable magazine for your advertisement

VIII - Measuring Your ROI in the Press

Unlike digital, it is technically not possible to "track" how many times a print advertisement is viewed.

However, there are several simple and effective ways to measure the effectiveness of your print advertising campaign:

Include on your visuals the address of your website, followed by a tracker:

This way, you can track the traffic generated by your campaign and, if you sell products/services online, measure the conversion rate (conversion rate) by your customers. If you want to compare and track the performance of each advertising platform, you can specify a different landing page for each visual per magazine.