The purpose of Magazine adverts and digipaks

Magazine adverts are used to promote the artist/band and help attract their audience to download or view their music video/song. There are many advantages and disadvantages to magazine

advertisement and therefore some are:

Advantages of Magazine Adverts

• More targeted: specific magazine titles appeal to specific target groups more so than a newspaper advert.
• Long Life: magazines have a longer life than newspapers, they sit about in doctor’s waiting rooms, magazine racks and with collectors.
• Pass-on readership:people may pass magazines on to their friends and family which will increase exposure of your advert
• Status: some magazine titles are well respected in their field, so an advertisement in these will increase your product/service’s prestige by association.

Disadvantages of Magazine Adverts

• Deadlines months in advance: magazines often require the ads to be submitted weeks or months in advance. This means you have to ensure your marketing strategy is in place well in advance. It also means that testing adverts can be a lengthy process!
• Cost of testing: colour artwork can be more expensive, so small tests are often uneconomical
• Regional testing: can’t often be done as magazines area often national
• Graveyard: your ad runs the risk of being shoveled into the graveyard of ads in the back of the magazine unless you pay for premium positioning.

Digipaks are used to again promote the artist and band however, they are released with the CD and add effect the casing surrounding the CD in order to make it memorable and unique to attract

audiences.

Advantages of a Digipak

• it is more eye catching to the audience.
• more packaging gives more room for the artist to promote themselves.
• more environmentally friendly for the environment with the package material as it uses less plastic.
• it does not break as easily as a jewel case.

Disadvantages of a Digipak

• They are becoming out of date for this time (most things are now electronic).
• They are often more expensive then jewel cases
• Digipak will show more wear and tear than a jewel case.