More than 90 percent of all pages are opened by the typical reader, and the average page in a paid-for magazine is looked at 2.5 times by each reader.
5. Magazine Advertising Gets Consumers to Act
Two separate sources show that more than half of all readers (56 percent) act on magazine ads. And, action-taking has increased +10 percent in the last five years. Advertising recall — a measure of ad effectiveness for magazines — has grown 13 percent over the last five years. Actions-taken based on readers recalling specific ads is also strong, with an increase of 10 percent since 2005, according to Affinity’s VISTA Print Effectiveness Rating Service. Two separate sources show that more than 50 percent of readers recall magazine ads and nearly 60% of those consumers act on the ads.
Research shows that magazine advertising is most likely to be used as a buying guide than any other media. Magazine advertising is, therefore, most useful in generating purchase consideration.
Sources: http://www.magazine.org/ASSETS/5EAC524003A54698B5F6EE2A9099157A/2010-11-MPA-Handbook.pdf. (pages 30 & 75)
6. Magazines Improve Advertising ROI
Based on analyses of client-commissioned cross-media accountability studies, two separate sources found that magazines most consistently generate a favorable cost-per-impact throughout the purchase funnel. When analyzing ROI across 38 cross-media accountability studies, Marketing Evolution found:
- TV led in cost efficiency for brand awareness with magazines a close second.
- Magazines generated a superior cost-per-impact for brand familiarity with TV and online performing at almost double magazines’ CPI.
- For purchase intent magazines yielded a far more efficient cost per impact than TV or online.
Across categories studied, magazines outperformed TV and online when looking at the #1 ranking as well as the combined ranking for #1 and 2. Categories include auto, electronics, entertainment, and healthcare DTC. Magazines provide more “bang for the buck.” When looking at how each medium alone affected purchase intent, magazines increased purchase intent five times as much as TV or the internet. Magazines were the only medium to be ranked as most efficient at each stage of the purchase funnel, when media alone or in combination with other media were assessed.
Based on a recent analysis of cross-media accountability studies, Marketing Evolution found magazines most consistently generate a favorable cost per impact throughout the purchase funnel. Multiple studies confirm that allocating more money to magazines in the media mix improves marketing and advertising ROI across a broad range of product categories.
7. Magazines Contribute Most Throughout the Purchase Funnel
Magazines are the most consistent performer in the purchase funnel with particular strength in the key stages of brand favorability and purchase intent. Through all stages of the purchase funnel magazines performed most consistently with significant lift at each of the five stages. Among consumers with opportunity to see all three media, magazines were the only medium to contribute one-third or more to the total point change at every stage of the purchase funnel.