Infographic: Why Marketers Should Include Print Mags In Their Media Mix

Infographic: Why Marketers Should Include Print Mags In Their Media Mix
SHARE
THIS



Adding print magazines to any other media channel delivers stronger consumer brand affinity and purchase intent, greater than any other two main media channel combinations, according to new research.

The Multiplier Effect, a new study commissioned by magazine industry body Magazine Networks, has found that 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.

The study, conducted by research firm Fiftyfive5, surveyed 3,000 consumers online, with the sample split across both magazine and non-magazine readers.

The study measured both brand health and ad impact metrics across 24 brands spanning a range of categories including FMCG, automotive, retail, pharmaceutical and furniture/appliances.

The brands that included print magazines in their media mix saw a 22 per cent uplift in brand trust, a 55 per cent increase in brand favourability and a 29 per cent lift in purchase intent.

In terms of the value of combining magazines with specific channels, the combination of print magazines with out-of-home was found to drive increases in brand interest and purchase intent, with people 3.2 times more likely to identify the brand as one they wanted to find out more about and a 43 per cent increase in their likelihood to purchase.

The study also found that adding magazines to radio helps establish a deeper brand connection, with people 2.1 times more likely to see the brand as engaging and interesting.

Furthermore, the combination of print magazines and online advertising helps drive a deeper brand relationship and influences brand advocacy, with people 2.6 times more likely to recommend the brand to others.

Adding print magazines to a TV advertising buy helps increase brand favourability, with people 1.9 times more likely to consider a brand as one of their favourites.

Finally, combining magazines and newspapers sees people 9.2 times more likely to identify a brand as one they want to find out more about.

Mary Ann Azer, executive director of Magazine Networks, said 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,” she said.

“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.”

Please login with linkedin to comment

dark humour magazine networks print magazines The Multiplier Effect

Latest News

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]