Magazines Excel at Influencing Consumer Action According to Advertiser-Commissioned Research

Findings from noted research companies Dynamic Logic and Marketing Evolution show that magazines are the most consistent medium at driving advertising results throughout the purchase funnel.

Both studies, which are based on client-commissioned research, found that magazines and TV lead in generating awareness while magazines far outpace TV and online in shifting attitudes and improving purchase intent metrics. The analyses also reinforce the importance of media synergy.

Download the full study.

Maximizing Web Success

As advertisers increasingly use the Web as a marketing tool, knowing how different media influence Web traffic and search is critical to success.  Multiple studies show that consumers and marketers rank magazines highest in sparking Web traffic and search.

For example, The American Advertising Federation found that marketers rank magazines as the strongest medium at driving traffic to their Web sites, online promotions/offers and other Web-based marketing sites.

For all studies, click here.

Learn from more than 230 case studies showing how great magazine ads drove results alone and in combination with other media, from categories including:

    Apparel & Accessories
    Automotive
    Drugs, Toiletries & Fitness
    Financial
    Food & Food Products
    Government & Organizations
    Household Furnishings & Supplies
    Media & Advertising
    Retail
    Technology
    Travel & Leisure

Search the Case Study Library.

Report: Traditional media leading shoppers to web

About half of consumers look to established media — including TV, magazine and newspaper ads — to make online shopping decisions, according to a recent report. The evidence seems to support the thinking of many agencies that a combination of on– and offline marketing produces better results than an either/or scenario. "When it comes to advertising, retailers always need to be careful not to put all of their eggs in one basket," said Mike Gatti, executive director of RAMA. Adweek (03/22)

Magazines as relevant as ever to all age groups

A study from Deloitte & Touche shows that magazines are faring well, even among the youngest audiences, despite competition from online forms. For example, 46% of media users visit television-related Web sites, and nearly 75% of consumers enjoy print magazines despite having online access to the same content. Adweek (8/14), AdvertisingAge (8/14).

Research: Cues from traditional media prompt online searches

Magazine advertising is the No. 1 cue that causes consumers to search online for products, BIGresearch's Simultaneous Media Survey by the Retail Advertising and Marketing Association found. Magazine ads caused 47.2% of respondents to log on, followed by reading articles (43.7%), television ads (42.8%) and newspaper ads (42.3%). PictureBusiness (04/25)

Magazines leapfrog newspapers to gain bigger share of ad market

Consumer magazines increased their share of total media advertising revenue by 1% in the first half of 2007, bringing magazines' total share of the media advertising pie to 17.7%, according to data from TNS Media Intelligence. The 1% gain in the first part of the year allowed magazines to surpass newspapers in overall market share, the data showed."These numbers demonstrate the vitality of the magazine medium," Magazine Publishers of America President Nina Link said. "For two quarters in a row, magazine ad revenue share has increased on a relatively flat page count as the overall ad market declined. Advertisers continue to recognize that consumers connect powerfully with both the editorial and advertising in our medium." Folio (9/19)

Editor's Note:
SmartBrief editors were not involved in the selection of these articles for the Sponsored Feature.