- Magazines supply credibility
Consumers trust and believe magazine advertising more than advertising in other media.
- Magazines influence
Magazines are the medium “Influential People” – the one in ten consumers who control the levers of change – turn to the most for making purchase decisions and recommendations.
- Magazine audiences accumulate faster than you think – and with lasting impact
The average magazine accumulates approximately 60% of its audience within a month’s time. In addition, consumers refer to magazines multiple times, even saving them, giving advertisers the opportunity for added exposure.
- Magazine advertising is relevant and targeted
Consumers consider magazine advertising more relevant than other media. With a range of titles that appeal to a wide variety of demographics, lifestyles and interests, advertisers can hone in on targets that fit their needs.
- Magazines provide reach to the most desirable consumers
Across almost every demographic, the top 25 magazines out deliver the top 25 TV shows. In addition, heavy magazine readers are likely to be among the highest spenders across most product categories.
- Magazine advertising sells
Dynamic Logic discovered that, when comparing magazines, the Internet and TV, magazine advertising was the most powerful medium in increasing purchase intent. Magazines, in a media mix that included Online and TV, contributed 67% of the total increase in purchase intent (9.0% of a total 13.5% shift).
- Magazine advertising improves advertising ROI (Return On Investment)
Multiple studies have demonstrated that allocating more money to magazines in the media mix improves marketing and advertising ROI across a broad range of product categories.
- Magazine advertising moves readers to action
More than half of readers took action on magazine ads or had a more favourable opinion about the advertiser, according to research from Affinity Research.
- Magazine advertising engages
Multiple studies show that consumers are more likely to find magazine advertising acceptable and enjoyable compared to advertising in other media. In addition, they find magazine advertising less interruptive.
- Magazine advertising is considered valuable content
Consumers value magazine advertising, according to numerous studies. Starcom found that when readers were asked to pull ten pages that best demonstrate the essence of their favourite magazines, three out of ten pages pulled were ads. MRI data show that consumers trust and value magazine advertising. These studies’ findings reinforce the Northwestern University Magazine Reader Experience Studies results, in which advertising-related experiences increased magazine usage.
*Source: The Magazine Handbook
is a comprehensive reference source for information about consumer magazines.