Explain the four main disadvantages of magazine advertising.

Four disadvantages of magazine advertising are: long lead times, referring to the fact that ad space must be booked and material submitted an average of 4 weeks before publication; clutter, referring to the clustering of ads near the front and back of the magazine; high production and space costs; and the low frequency that magazines offer (in comparison with newspapers). The long lead time does not allow the advertiser flexibility of changing ad content should market conditions change.  Advertisers can try to overcome clutter by ordering and paying for preferred positions. Because of high production costs, magazines may not be an efficient buy for local or regional advertisers. Because of low frequency, some advertisers buy space in several magazines that reach similar target audiences.

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