Magazines:
Magazines or periodicals are other important media of communication. Magazines may be released weekly, monthly, quarterly, bi-annual or annual. These are read with more interest by the readers as compared to newspapers. Advertisements given in magazines are more descriptive and attractive. They are usually in coloured form which depicts the product nicely and gives lasting impression to the reader.
There are magazines or journals meant for general public and special class of people. There are exclusive magazines relating to industry, trade, finance and economics etc. There are also special magazines for men, women and children. The magazines have longer life and are very suitable for advertising specific goods.
Magazines have lesser flexibility as compared to newspapers. Last minute changes cannot be introduced in the advertisement as they are sent to the press many days before the publication. There is lesser repetitive value and no secrecy can be maintained.
Cost of advertising is higher as compared to newspapers. Their circulations are small and are suitable for educated readers only. In the introduction of a new product, magazines are not much suitable on account of lesser continuity.
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