With $5,000 to spend, where should your marketing dollars go? While social media seems like the obvious choice, magazines are proving to be an effective, underutilized channel.
Some experts even argue that ‘print is dead,’ but millions of Australians still read magazines monthly, making them a valuable advertising medium.
At ABmag, we’ve seen how Australian businesses blend magazines into their digital marketing strategy. The approach that currently works best combines print with digital tools for better results than using either channel individually.
This article will explain how magazines still deliver ROI, how publishers merge print with digital platforms, and how to track magazine performance like Google Ads.
Ready to learn more about digital advertising trends in Australia? Let’s start with the hard numbers.
Are Magazines Still Worth Your Advertising Dollar in 2025?
Yes, magazine advertising in Australia still works, but the approach has changed completely since 2020.
Let’s break down the two factors that determine whether magazines work for your business: reach and cost.
Magazine Reach Beats Social Media
Let’s start with reach, because that’s where most marketers get surprised. Coles Magazine reaches 5.2 million readers every single month, according to Roy Morgan’s March 2025 readership report.
When you compare that to your social media campaign (where maybe 2% of your followers see your post), the gap becomes obvious.
We’ve talked to businesses across Melbourne and Brisbane who consistently see their magazine reach beat organic social media by 10 times or more. The reason magazine ads work differently comes down to how people consume them.
Unlike Instagram, where someone scrolls past your ad in 1.7 seconds, magazine readers sit with the publication for much longer periods. Think about when you last picked up a magazine at the doctor’s office or on a Sunday morning.
You weren’t rushing through it. The same goes for your potential customers when they see your ad.
The Cost Equation Changes With Engagement
While reach is important, the next logical question is cost. Here’s how magazine advertising stacks up financially in Australia.
Magazine advertising averages $34.30 per reader in Australia. Sounds steep, right? But here’s what changes the equation: 61% of readers trust print ads in newspapers and magazines, and print media delivers a 90% brand recall rate, the highest among all advertising channels.
Your digital ads might get more views, but magazine ads deliver stronger engagement rates and better brand recall. The quality of attention you get is different.
Look at who’s reading these magazines and you’ll see why businesses keep investing. Food & Entertainment leads as the most-read category in Australia, which means readers are actively looking for ways to save money and find new products.
The numbers back this up: Better Homes & Gardens pulls 1.7 million readers, The Australian Women’s Weekly gets 1.2 million, and National Geographic reaches just over 1 million people who choose to spend time with that content.
ABmag has tracked how Australian businesses use magazines in their marketing, and the pattern is simple. The businesses getting results use magazines alongside their digital marketing, instead of replacing one with the other.
What Digital Advertising Trends in Australia Mean for Magazine Publishers
Digital advertising trends in Australia are forcing magazine publishers to adapt or die. The shift means blending print with digital tools, creating hybrid models that track performance and reach audiences across multiple platforms.
Here are three ways publishers are adapting to stay competitive:
Publishers Are Merging Print With Digital Platforms
The best part about digital integration is that publishers finally understand they can’t compete with social media on speed alone. So they’re playing a different game.
For instance, publishers now blend print with digital versions, companion websites, and QR codes for cross-platform engagement. So when you see a magazine ad with a QR code linking to a landing page, that’s the shift happening right in front of you.
This integration means your magazine ad can drive immediate action while still building long-term brand awareness.
Niche Magazines Cut Wasted Ad Spend
Niche magazines target specific demographics better than broad social campaigns, which cuts down wasted ad spend significantly. So if you’re selling premium kitchen appliances, advertising in a food magazine puts you in front of people who care about cooking.
Compare that to Facebook ads, where you’re hoping the algorithm finds the right audience.
Sustainability Appeals to Conscious Consumers
The sustainability angle is worth noting, too. Publishers are adopting eco-friendly printing and recycling initiatives that appeal to conscious consumers, especially younger generations seeking authentic brands.
This isn’t just good PR. The reason it works is that sustainability has become a major selling point when businesses choose where to place their ads.
ABmag showcases how Australian businesses adapt to these emerging trends, and our message is clear: magazines work when they stop trying to be purely print and start being part of your overall content strategy.
How Australian Magazines Are Combining Print and Digital (And Why It Works)
Australian magazines are combining print and digital by adding QR codes, tracking URLs, and content partnerships that turn static ads into measurable campaigns. It works because you finally get data on who’s responding.
Now that you know magazines still have serious reach, let’s look at what makes this hybrid approach different from traditional magazine advertising.
Australian publishers have figured out how to make print ads trackable and measurable. Let’s break down the tactics:
QR Codes Link Print to Digital Performance
- Hybrid models use QR codes linking print ads to landing pages. This tracks engagement that was previously impossible with traditional print
- You scan the code in a magazine ad, land on a website, and the business knows which magazine drove that traffic
- This closes the gap between “we ran a magazine ad” and “here’s how many people it brought to our site.”
Content Partnerships Create Authentic Brand Stories
- Content partnerships and native advertising create authentic brand stories that don’t feel like traditional advertisements
- When a business partners with a magazine for a feature article instead of just buying an ad, readers engage differently
- These partnerships work because they provide value first, then introduce your brand naturally within that context
Free Magazines Dominate Australian Readership
- Free magazines like Woolworths Fresh Ideas dominate with 4 million readers, offering affordable entry points for smaller businesses
- Coles Magazine hits 5.2 million readers monthly, which means your ad reaches millions without paying premium rates
- These free publications give you access to engaged audiences without the massive costs of traditional magazine advertising
We’ve covered several Australian businesses successfully using this hybrid approach, and the results speak for themselves. Print ads with digital tracking tools deliver data that you can use to improve your marketing strategy.
Magazine Advertising ROI: Tracking Performance in a Digital World
Did you know, magazine ads are no longer the “black box” they used to be? Fortunately, you can measure what’s working currently. You can measure magazine ads in three different ways:
Custom URLs and Promo Codes Close the Attribution Gap
The simplest way to track magazine performance is to use custom URLs and promo codes in your print ads. So when you run an ad in Better Homes & Gardens, you include “yourbusiness.com.au/bhg” as the URL.
Every visitor to that page likely came from that magazine. The same goes for promo codes like “BHGSAVE20” at checkout. This closes the attribution gap that used to make magazine advertising feel like a gamble.
Magazine Ads Generate Longer Consideration Periods
Here’s something digital marketers often miss: magazine ads generate longer consideration periods, with readers revisiting issues multiple times over weeks. Your Google ad disappears the moment someone closes their browser.
Your magazine ad sits on their coffee table for a month, which means multiple exposures over time. They see it when they’re having breakfast, then again when friends come over on the weekend. Each exposure builds familiarity with your brand in a way digital ads simply can’t replicate.
Combined Campaigns Show 35% Higher Conversion Rates
The data backs up what we’ve seen working across Australian markets: campaigns that include both print and digital elements achieve a 25% higher response rate than single-channel approaches.
When someone sees your magazine ad, then encounters your social media content, and later gets your email, you’re building trust across multiple touchpoints. This multi-channel approach using magazines alongside digital marketing delivers better results than either strategy alone.
We recommend treating your magazine advertising the same way you handle your other marketing channels. Set clear goals, measure performance using the tools available, and adjust based on what the data tells you.
Common Questions About Magazine Advertising in Australia
Before we wrap up, let’s answer some questions that come up when businesses consider magazine advertising for the first time.
How much does it cost to advertise in a magazine?
Magazine advertising in Australia averages $34.30 per reader. A full-page ad in major publications like Better Homes & Gardens or The Australian Women’s Weekly typically costs between $8,000 and $25,000, depending on circulation and placement.
Smaller niche magazines and regional publications offer ads starting from $500 to $2,000. Free magazines like Coles Magazine and Woolworths Fresh Ideas provide more affordable options for businesses with limited budgets.
What are the rules for advertising in Australia?
All advertising in Australia must follow the Australian Consumer Law, which prohibits misleading or deceptive conduct. Your ads need to be truthful, accurate, and not make false claims about products or services.
The Australian Association of National Advertisers (AANA) sets industry standards for responsible advertising. Magazine publishers review ads before publication to ensure compliance with these standards and their own editorial guidelines.
Does magazine advertising still work?
Yes. Magazine advertising delivers measurable results when combined with digital tracking tools. The 11.2 million Australians who read print magazines monthly represent engaged audiences spending extended time with content.
Businesses using magazines alongside their digital marketing see 35% higher conversion rates than single-channel approaches. The format works best for building brand awareness and reaching specific demographics through niche publications.
Do we see 4000 ads a day?
This often-quoted statistic is misleading. While digital platforms expose people to thousands of ad impressions daily, most go unnoticed. Magazine ads perform differently because readers choose to spend time with the publication.
The average reader spends focused time with magazine content, giving your ad better visibility than the brief impressions people get scrolling through social media feeds.
Your Next Move With Magazine Advertising
So, where does this leave you and your advertising budget?
We suggest starting small with niche publications targeting your exact customer demographic. A food magazine for your restaurant beats a general lifestyle publication because you’re reaching people who care about what you offer.
Once you’ve chosen your publication, test hybrid approaches combining print ads with digital tracking. Use custom URLs and promo codes to measure performance like you track Google ads.
Magazine advertising has evolved into a targeted, measurable medium. The businesses ABmag covers win because they blend magazines with social media, email marketing, and SEO.
Pick one magazine this month, run a tracked campaign, and let the data guide you.
