Although once they start printing, you cannot backout. Generally, once you buy a magazine ad, you are locked in no matter what. Refunds are rare. You do not get high frequency unless you buy an entire year's worth, but then readers will see them about once a month for most magazines. You get superior quality color on high quality paper, allowing for effective product presentation, if you are willing to pay top dollar.
Many people live to scan and clip coupons.
You get ample opportunity for long copy. Sunday magazines are among the best place to make a long, detailed ptich. As we said, people love to clip coupons, and this is the place people will most likley use any kind of special insertion, from coupons to sweepstakes, contests or surveys. Have better chance of repeat exposure to your ad than newspapers or magazines. People tend to hang onto the Sunday paper longer and also give it a better read because they are more relaxed and have more time on Sunday to linger over the paper.