Myths vs. Truths About Magazines 06/22/2010
There are a number of myths in the advertising community regarding the effectiveness of print in driving response, particularly in the
magazine channel. Below is a short list of compelling reasons for magazines’ strengths – compiled by a number of independent research companies – that can help to debunk some of the myths that associate magazine advertising with branding campaigns only.
- Myth – Magazines are only for branding ads.
- Truth - Magazines are the most consistent medium in driving results across the purchase funnel.
- Myth – TV is a better medium in driving purchase intent.
- Truth - Magazine advertising bests TV and online advertising in boosting purchase intent.
- Myth – Online searches are mainly generated by TV advertising.
- Truth - Magazines out-perform other media at influencing consumers to start an online search AND print ads rank as the #1 offline source in driving “actionable” web traffic.
- Myth – Magazine readership is down.
- Truth - Magazine users have grown over the past five years at a higher rate than the users of all other media except online.
- Myth – Magazine readership continues to grow older.
- Truth - More 18-34 year-olds read magazines and they read more issues on average than ten years ago.
For more detailed information, including research data, please contact your Echo Media sales representative.
Source: Magazine Publishers of America, www.magazine.org
