8. Magazine Advertising is Considered Valuable Content
Starcom found that when readers were asked to pull ten pages that best demonstrate the essence of their favorite magazines, three out of ten of the pages pulled were ads. Their findings reinforced the Northwestern University Magazine Reader Experience Study's results, in which advertising-related experiences increased magazine usage.
Consumers value print and magazine advertising, according to numerous studies. Yankelovich and Dynamic Logic both report that consumers are more likely to have a positive attitude toward advertising in magazines compared to other media. In addition, consumers are more likely to turn to magazines in search for information across a variety of categories compared to the internet, based on research from MediaVest.
9. Magazines Spur Web Traffic and Search
BIGresearch proves that magazines lead other media in influencing consumers to start a search for merchandise online, ranking at or near the top by gender as well as across all age groups. In addition, magazine ads boost web traffic, and magazine readers are more likely than non-readers to buy online. Magazines excel in driving web search across various demographics and perform best overall at influencing consumers to start a search for merchandise online —ahead of online media and word-of-mouth. What’s more, magazines are the only medium to fall within the top three media across all age groups and both genders.
Source: http://www.magazine.org/ASSETS/5EAC524003A54698B5F6EE2A9099157A/2010-11-MPA-Handbook.pdf (pages 41 & 43)
10. Magazines Play a Key Role in Lifting Purchase
Recent US research cited by MPA shows the best campaign results were achieved when using media synergistically and when including magazines in the mix. Magazines were the most consistent performers throughout the purchase funnel, producing positive results in the most campaigns. Factors that may have contributed to magazines’ strong performance include: targeting, engagement, audience quality, and good creative.
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