Brands found in print magazines more trusted, Magazine Networks study suggests
Advertising campaigns which include print magazines amongst their mix of media channels have a 22% increase in brand trust, a new study commissioned by Magazine Networks suggests.
In addition to trust, the study suggests brands found in print magazines will also have a 55% increase in favourability and a 29% lift in purchase intent.
The study was commissioned by Magazine Networks.
Magazine Networks is the marketing body of glossy magazine publishers and is funded by Bauer Media, Pacific Magazines and NewsLifeMedia.
The findings come from an ad effectiveness study, conducted by research firm Fiftyfive5, which surveyed 3000 consumers online, splitting them across both magazine and non magazine readers.
Magazine Networks’ study aimed to measure brand health and ad impacts metrics across 24 brands in categories such as FMCG, automative, retail, pharmaceutical and furniture/appliances.
According to the study, print magazines combined with out of home advertising, were found to drive brand interest and purchase intent, with consumers 3.2 times more likely to identify the brand and find out more about it.
The study also suggests combining print magazine with radio will help establish a deeper brand connection, while print magazines combined with online advertising may influence brand advocacy, with people 2.6 times more likely to recommend a brand to others.
However, advertising campaigns are best placed with newspapers and magazines, the survey suggests, as people are 9.2 times more likely to identify a brand found in the two mediums, as one they want to find out more about.
Mary Ann Azer, executive director of Magazine Networks, said the study confirmed what the industry had already known – “the inclusion of print magazines in an advertising campaign has quantifiable and potent results.”
“Advertisers should not underestimate the incremental impact of magazines as they add something different to each media channel. These results can help support better channel planning depending on campaign objectives. If they’re not already utilising magazines, advertisers would do well to reconsider the role in the overall marketing mix,” Azer said.
That headline reads like one from The Onion
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Maybe if they wanted us to trust the study, they should’ve printed it.
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How many replies to the survey do you think they’d have got if they’d put it in magazines only? Kind of sums up the problem really. By their nature, and as a marketing platform, magazines don’t and can’t provide direct insights into their audience and audiences engagement with marketing that digital can and does. Having sold a variety of traditional media B2B, (some even successfully), I remember facing the challenging task of trying to educate clients that even when they literally ask customers where they came from, google was just the last place they looked…
Personally, I like magazines (although I can’t recall the last one I purchased). In particular, I like some of the beautifully designed newer niche ones I’ve seen recently where the culture of their target audience informs and inspires their design. The magazine format has the potential to really highlight the beauty of graphic design and fonts as well as long form, well-constructed sentences (which makes a change from all the active voice, one and two sentence paragraphs, bullet points and hyperlinks of online).
I think quality will survive / make a comeback (like vinyl records have) if publishers wake up and smell the lost revenue and stop giving away all the best bits for free, and capitalise on what the strengths of the medium are. (For example, I nearly purchased a copy of a publication recently which had a terrific article on ‘Killing our Media’, about how Facebook and tech companies are harming our media which I found and then promptly read, both ironically and somewhat guiltily, in its entirety online. I apologise.
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I misread the headline, thought it said “brands found in print magazines”
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