How do magazines stack up versus other media? A variety of studies have been conducted to better understand how media options interact and compare in providing end benefits for advertisers. This section provides access to many studies, each reflecting the ability of ads in each medium to register sales messages and end results.
Magazine Media Readers and Tablets *updated*
This study presents all the necessary data you need to know about who uses tablets and eReaders to consume media, with an in-depth focus on consumers and their consumption of electronic magazines.
Magazine Media Readers and Smartphones*updated*
This study provides useful insights for magazine editors and publishers on how consumers are accessing magazine content on their smartphones and how to better align their content with consumer preferences.
Five Good Reasons Why Magazines Win*updated*
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.
Media Preference: 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.
Absorbing Media - A Rough Guide to Media Usage
A review of how individuals select, use and interact with different media. This resource looks at five key, frequently asked questions: What media do people go for? How do they choose? Are they paying attention? Does the internet affect things? Where do ads work best?
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.
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.
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.
Magazines + Online: More to Love *updated*
An in-depth look at the benefits of pairing online with magazines — increased sales and reader engagement.
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)
Magazines Build Brand Buzz (June 2010)
Comparing Top 10 Magazine Titles and TV Shows (February 2010)
Magazines Canada Introduces New Magazines + Online Resources (January 2010)
Magazines are #1 Source for Home Improvement Projects (April 2009)
The Media Matchmaker (March 2008)
Magazine Effectiveness - Magazines Influence Word-of-Mouth Recommendation
Reader Engagement - The Simmons Engagement Study
Magazines & Newspapers - Magazines Lead Decision Making and Trial
Magazines & Radio - Magazines Lead Decision Making and Trial
Focus on Retail - Magazines Raise Retail Purchase Intent for Apparel
Focus on Retail - Magazines Raise Retail Purchase Intent for Electronics
Magazines & Television - Magazines Lead Decision Making & Trial
Magazines & Online - Magazines Lead Decision Making & Trial
For additional information, please read our Fact Books.
Last Update: Thursday, July 26 2012