Selectivity : The reading habits of the audience make advertising targeting possible.
Supplementary medium : Magazines are found to be a good supplement to television. They reach special interest groups that cannot be targeted well with television. They provide more information to those consumers whose initial interest has been generated by the television.
Editorial environment : The editorial environment enhances the effectiveness of the ad.
Engaging medium : Magazines are pricey. They are read by a loyal subscriber group carefully. The noticeability of the ads thus improve.
Long shelf-life : Most magazines are not read in one single sitting. They are picked up and read several times till the new issue arrives. Many times an old issue is kept after the new issue has come Advertisements in magazines receive full attention of the readers.
High fidelity reproduction : Magazine ads are good in quality in terms of printing and colour. The paper used also adds to the quality.There is excellent reproduction of art and colour work.