INVESTIGATE ADVERTISING INFORMATION: (NZ buyers please add GST)
Readership: circa 60-70,000 hard copy, 14,000 hits per week website

Magazine vs TV, Radio & Newspaper: some surprising research results

In 1998, a New Zealand company spent $45,000 on prime time and off-peak television advertisements on TVNZ. They sold just $531 of product as a result. That same company also advertised its products in a magazine...and achieved sell-out results. Why the difference?

Many New Zealand companies in 2000 launched themselves with huge TV advertising campaigns - often as a result of specialist advertising advice - and then sank without trace when the huge bills came in for payment without generating the hoped-for sales results. There's a good reason that TV companies require advertising to be personally guaranteed: often, it doesn't work.

In an industry dominated by sales commissions based on how much you spend, your company may not always get the best strategic advice.

Television is a passive, couch-potato medium. Magazines are an active, thinking medium. They have to be. People read to obtain information, whereas we watch TV to chill out. That difference can have a big impact on the success of your advertising campaign.

British and US researchers have recently concluded some intriguing studies into the differences between the various advertising mediums available, and how they affect your business. To read the full report, click here. Some brief highlights are as follows:

The Ad Track survey in Britain found magazine campaigns create awareness at the same level as television campaigns, but          that "dollar for dollar, magazines deliver significantly higher advertising awareness levels than television" and "at its first   exposure, a magazine ad typically performs about 40% better than a TV commercial's first exposure in terms of creating awareness of the advertising" source

"With [newspaper] sections, advertising is not seen as relevant to the editorial content, therefore ads have to work independently of the medium, and there is no perceived editorial endorsement of the ads. With magazines, the ads are expected to be relevant and there is a synergy between the editorial content and the ads." source

The head of a major New Zealand corporate was recently given a pile of magazines to read by a friend: Listeners, copies of North & South and Metro, and INVESTIGATE. "Which ones would you look at first?" the CEO asked. "Well, I usually flick through North & South or Metro because of their photos, but the one I read is INVESTIGATE."

The CEO switched his advertising from Time and Readers Digest to INVESTIGATE "and we had one of the biggest responses we've ever had".

Under the British and US studies, INVESTIGATE would be classed as a "feature monthly", which was defined by the researchers as an "in-depth read which educates and informs as well as entertains. The mental mode is one of deep concentration and involvement, providing a highly active read."

Another INVESTIGATE advertiser discovered the discernment of the magazine's readers when they purchased $285,000 worth of an upmarket product on the strength of one ad that ran only in this magazine.

When you buy advertising space in INVESTIGATE, you obtain the right to put your product to a group of intelligent, motivated and active readers. We can help you with no cost assistance on advertisement design, and free webspace if required.

Printed version ratecard (NZ$) Click here for currency converter

Double page spread     $5,800
Full page                      $3,900
3/4 page                     $3,000
2/3 page                     $2,600
1/2 page                     $2,100
1/3 page                     $1,500
1/4 page                     $1,100

Online version ratecard
Insertion lasts indefinitely, free with paid booking in print version, or:

Full page                     $650
1/2 page                    $400

Advertising Profile, click here
To book Advertising, click here

To view some examples of online ads as PDF's, check these out:
INDEX OF ADVERTISERS
Honda
HIH Insurance
Fiji Visitors Bureau
Compaq
Trader Systems Intl Pty
Tahiti Tourisme
SylkNZ.com
Money Managers
Nissan
Olympus
Barkworth Group
Tourism Thailand

CONTACT:

sales@investigatemagazine.com
phone +64-9-4438555
fax +64-9-3733667

Ratecard prices subject to change without notice, discounts available for multiple placements