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.


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