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Native Ads and Magazines: A Perfect Marriage

Winter magazine season is upon us. With the changing of the seasons comes the time of year that publishers turn their attention to creating winter magazines that serve as informational guides to different winter wonderland resort towns, new to market products, and important seasonal updates. 

At Swift Local Solutions, our glossy magazines offer glimpses into resorts including Vail, Summit County, Aspen, Glenwood Springs, Steamboat Springs and Lake Tahoe. We offer information on the best trails, hot new gear, where to aprés, the hottest entertainment and restaurants, and other information that helps visitors feel like locals. Local niche magazes are truly one of the best ways to advertise locally

Because of their targeted nature, magazines have been a natural fit for native advertising. Because our magazines are tailored to reach visitors and second-home owners, as well as appeal to local residents, brands can target their messages to reach these readers who seek everything from adventure to leisure to outdoor recreation to luxury real estate. Readers pick up magazines while visiting our markets looking for good content that connects them to the destination. Rather than inundate them with display advertising, native ads deliver useful, informational stories that are seamlessly integrated into the magazine alongside editorial content.

Why Choose Native Ads for Magazines?

Native ads produce strong results for small businesses. When marketers sell ideas rather than products, that’s when sales increase. Consumers don’t like to be told what to buy — they’d rather sift through quality information and determine what to buy on their own. Native ads that are crafted well are doing just this: giving readers the power to choose. By producing content that is authentic, you can help readers learn about a topic by presenting factual information that doesn’t promote anything or sell anything but still has a tie in to your business services or offerings.

According to a study by Freeport Press, people read more and read longer when it comes to magazines. Their consumer survey found that 13% of respondents spend up to 10 minutes reading a print magazine, 28% spend up to 30 minutes, 22% spend up to 60 minutes and 14% spend more than 60 minutes.

“From longform articles in Forbes to product endorsements within Elle celebrity interviews and everywhere in between, there are scores of different ways magazines are using native advertising,” according to the International Federation of Periodical Publishers.

One Example of our Native Advertising Offerings

One great example of native advertising is how we integrating quality sponsored content into seasonal magazines offered in Summit County, Colorado. Sponsored articles in Explore Summit magazine include topics ranging from fat tire biking to top local festivals to a sample itinerary of what to do around town over the course of a long weekend. The average readers of Explore Summit are visitors with incomes over $125,000 or second-home owners with incomes over $175,000.

For each issue, 35,000 copies of the magazine are placed in high-traffic areas in-market, as well as another 5,000 copies places in high-traffic locations on the Front Range. Additionally, native advertising is placed online at www.summitdaily.com, which has more than 200,000 readers each month. It’s also pushed out via social media channels.

These free magazines hit newsstands throughout our resort markets shortly before the holidays, and remain available throughout the ski season. In terms of shelf-life, a native ad in one of these products offers unparalleled value. They’re also distributed during our resort markets’ peak times.

We work with clients in a wide variety of industries on topics such as:

  • Real Estate
  • Health & Wellness
  • Medical
  • Adventure Sports
  • Arts & Culture
  • Food & Drink
  • Entertainment
  • Marijuana
  • Design & Style
  • History
  • Business and Economics
  • Environment

As we produce content plans for these publications, talk to your Swift account manager today about how your business could benefit from native content advertising.


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Lauren Glendenning

Written by Lauren Glendenning

Lauren Glendenning is the director of sponsored and native content at Colorado Mountain News Media. Lauren is a passionate journalist with a love for travel, Formula 1 racing, snow sports and Sunday brunches. With a journalism background and more than a decade of experience in content creation, she loves the challenge in applying her skills to develop strong content marketing campaigns for advertisers in mountain resort markets.

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