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Articles
By their advertising thou shalt know them
Who is advertising in the main UK 50-plus magazines and what does it tell us? Well, by measuring the raw volume of advertising provides an indication of how companies view and value the 50-plus market. This article reviews the volume and type of ads in Saga, Heyday and Yours.
First published in December 2006
Extract from the article
Heyday is not attracting much advertising. This might be due to the newness of the publication, the intention to focus on affiliate advertising or the decision to limit advertising and rely on subscription funding. Whatever the reason it is definitely “advertising-lite”.
Big brand are not using these magazines. If it wasn’t for L'Oréal then brand advertising would be sparse across all three magazines.
Health supplements, health food, healthy living aids – these are the products that attract the advertising pound.
The bottom line. Most of the advertising is age and product specific. Global brands are either capturing the 50-plus eyeballs elsewhere or have still not woken up to the importance of this market.