Effectiveness

The advertising community is focused on showing demonstrable results for every advertising dollar. It’s about connecting with targeted consumers who are receptive to advertising and who have the wherewithal to purchase advertised products. It’s about winning their attention and making the sale with an efficient ROI. Magazines are proven sales machines, delivering results as a stand-alone medium or in a mix. We invite you to read on for proof.

Ad Sense *new*
This document summarizes statistics on magazine advertisement effectiveness and engagement.

Among the Affluent, Print Media is Tops *new*
Those in the top 20% earning category in the United States prefer traditional media by 85-95% over digital. Learn why the death of traditional media outlets has been greatly exaggerated, as well as more stats on the media consumption habits of the affluent.

Print Magazine Ads Preferred to Digital *new*
Consumers pay greater attention to advertising in magazine and traditional media.

Auto Purchase Process *new*
Time Inc.’s study of the Automotive Purchase Process focuses on tracking the differences in consumer behaviour and the consumption and influence of media. Read why auto purchase intenders place high value on magazine and TV advertising. 

Display Advertising—Does Contextual Relevancy Make A Difference? *new*
This new research whitepaper examines the effect that contextual relevancy has on business media advertising effectiveness. Brand recall, messaging recall and purchase intent of display ads are measured.

Measuring Media Efficiency *new*
All marketers want to optimize their return on investment, and they want to determine which combination of media is going to give them the biggest bang for their advertising dollar. Learn how magazines generate a superior cost per impact for brand familiarity and most consistently generate a favorable cost per impact throughout the purchase funnel.

StarchMetrix Canada Adnorms Report April 2011-March 2012 *new*
Learn statistics across a wide range of magazine categories for how consumers take action after seeing a magazine ad.

Five Good Reasons Why Magazines Win
A brief summary highlighting five good reasons why consumer magazines win in today’s media environment.  It’s a useful overview of how magazines engage today’s consumers, improve brand favourability and persuade them to take action in highly meaningful ways.

Put Magazines to Work for You *updated*
A summary of Canadian consumer magazine industry performance trends, key benefits and the latest research relating to magazine engagement, sales effect and ROI. It’s a useful overview of why magazines should be considered for future plans.

Magazine Attributes vs. Other Major Media
A 2009 national survey of Canadians indicates that magazines, when compared to all other major media across a wide range of different attributes, rank in first place. Conducted by Starch Research, this study reaffirms the important relationship magazine advertising has with Canadian consumers. 

Planning Uncovered: Using Magazines to Optimize Return on Investment
A compendium of data and case studies designed to help media planners get more out of magazines. The data explains how magazines can make media budgets work harder - improving the efficiency of media schedules while optimizing media planning targets.

Sales Uncovered: Using Magazines to Boost Sales and Deliver a Return on Investment
A compendium of data and case studies that explore how the use of magazines can contribute to a variety of sales-related campaign objectives.

Magazines Rev Up Jeep Launch (Page, Aug 2007)
A significant study measuring media effectiveness across the automotive purchase funnel, from brand awareness to purchase intent. This study tracks the effectiveness of magazines, online and television as individual media, in combinations of two media and all three media combined during the launch of Jeep Compass. Results indicate that magazines play a significant role in driving performance throughout the purchase funnel, alone or in a media mix.

Measuring Magazine Effectiveness: Quantifying the Sales Impact of Magazine Advertising
MMA’s ground-breaking exploration of 186 brands, over a seven year period, representing more than US$9 billion in actual marketing spending. The study quantifies the incremental sales impact and ROI of magazine advertising in relation to other elements in the marketing mix (trade promotion, FSIs, TV, radio). Findings demonstrate that magazine advertising improves ROI, playing a synergistic role in combination with the other elements of the overall marketing and media mix.

How Media Measure Up: Financial Services, Personal Care Products and OTC/Healthcare Products
An analysis of client data, conducted over multiple years, to measure return on investment (ROI) and spending efficiency across a wide array of media in a mix. The study demonstrates that magazines return the greatest efficiencies across all three measured categories.

Multiplier Effect: Two Media are better than one
A summary supporting the combination of magazines with other media to improve the communication experience, targeting effect and message delivery, optimizing purchase intent.

Assessing Ad Impact: How TV, Online and Magazines Contribute Throughout the Purchase Funnel
A comparative analysis of media effectiveness shows that magazines drive consumer attitudes more effectively and efficiently than TV or Online, delivering brand favourability and purchase intent.

Media Choices 2000: A Multimedia Involvement Study
The study quantifies the relationship that consumers have with television, magazines and the internet, across eighteen different product categories. The study reveals category user responses to key questions relating to how they view advertising messages, which media they use to make purchase decisions, and more. Results demonstrate the role that magazines play in delivering advertising receptivity, trust, believability, content compatibility and how magazines are used to decide between competitive products.

Go To:  Detailed Report #1 (PDF)
             Detailed Report #2 (PDF)

Comparing Reach and GRPs: Magazines and TV
A comparison of magazine and television reach and GRP’s generated across each of seven budget levels ($165,000 to $1.5 million). The study, conducted by PHD Canada, benchmarks media delivery against the 25-54 demo (adults, men and women). Findings conclude that, dollar for dollar, magazines may be counted on to deliver high campaign reach and the highest of GRP tonnage.

Magazine Involvement/Advertising Recall Study
A review of the relationship between the magazine reading experience and magazine advertising recall. The study identifies the top three reader metrics that have the greatest percent contribution to unaided ad recall.

What Drives Automotive Sales
An ROI analysis of three auto brands, conducted over a three-year period, using confidential, client-supplied data. The research covers all major media and marketing elements including: advertising, financial incentives/rebates, distribution, category trends, seasonality, competitive advertising, PR, econometric factors and word-of-mouth. Findings demonstrate how magazines increase sales efficiency and advertising ROI.

The Simultaneous Media Usage Study (White Paper)
An assessment of simultaneous media usage (multi-tasking) and how future media planning allocations should account for background and foreground noise. Findings indicate that magazine reading is least likely to be multi-tasked with other media or activities.

Magazine Case Studies
A collection of case studies and testimonials demonstrating how magazine advertising successfully drives brand marketing, communication and sales objectives. Each study relates business results to ingoing objectives.

ROI for DTC Advertising: A Study Measuring the Effectiveness of DTC Allergy Advertising
An analysis of U.S. DTCA brands, measuring campaign awareness, brand recall, message association and return on investment of advertising in magazines and TV. The study concludes that: magazines generate similar awareness and recall levels as TV at lower expenditures; a media mix is the most effective way to get the DTC message across; magazines alone or in a mix, produce the highest ROI.

Sales Scan: A Magazine Advertising Effectiveness Study from AC Neilson
An examination of purchase behaviour in households that were exposed to specific magazine campaigns versus a matched group of households that were not exposed to the magazine campaigns. Results indicate that brand penetration and sales volume significantly increased in those households that were exposed to the magazine campaigns.

Documenting the Effectiveness of Magazines in the Media Mix
A review of how television and magazines, individually and in a mix, generate advertising awareness. Dollar for dollar, magazines delivered significantly higher advertising awareness levels across a variety of categories.

To view the Accountability archived files, click here.

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