Adding print magazines to the ad spending mix delivers stronger consumer brand affinity and purchase intent, according to a study from research firm Fiftyfive5.
Commissioned by Magazine Networks, The Multiplier Effect study surveyed 3,000 online consumers measuring both brand health and ad impact across 24 brands spanning a range of categories including FMCG, automotive, retail, pharmaceutical and furniture.
The study found the brands that included print magazines in their media mix saw a 22% uplift in brand trust, a 55% increase in brand favourability and a 29% lift in purchase intent.
It also found the combination of print magazines with out of home increases brand interest by 3.2% and shows a 43% increase in purchase intent.
Magazine Networks executive director Mary Ann Azer says the study confirms what the magazine industry has known for some time – 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," Azer says.
"If they’re not already utilising magazines, advertisers would do well to reconsider the role in the overall marketing mix," she adds.
Adding magazines to radio also helps establish a deeper brand connection, with people 2.1x more likely to think of a brand as engaging and interesting.
According to the study, the combination of print magazines and online advertising helps drive a deeper brand relationship and influences brand advocacy with people 2.6x more likely to recommend the brand to others.
Mixing print magazines with TV advertising spend also helps increase brand favourability, with people by 1.9x more likely to favour a brand.
As well as this, the study found using both magazines and newspapers sees people 9.2x more likely to identify a brand as interesting.
Overall, The Multiplier Effect found combining advertising in print magazines with another main media channel has the power to help solve brand challenges such as building relationships with consumers and increasing purchase intent.
Yesterday, News Corp CEO Michael Miller issued a rallying cry for more collaboration from rival media owners to shore up publishers and broadcasters for the future.
He urged his peers to work together more closely to compete with the scale of global and digital operators and said they must stop revelling in each other’s decline when it comes to print.
However, earlier this month emma released a study which showed more people read news in print than digital.
The numbers show 70% of Australians (12.9 million people) read news on digital platforms across mobile devices, tablets or PCs, in May 2017.
The numbers show 13.3 million people or 72% of the population read newspapers in May.
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