When pitching advertisers to add print to their marketing mix, publishers need to have the numbers to back up the potential investment. This 8-page report from Dynamic Logic is a must-read and provides real fire power in making the argument for magazine ads: “Assessing Ad Impact: How TV, Online and Magazines Contribute Throughout the Purchase Funnel.”
According to the report, “Overall, magazine advertising drove consumer attitudes and intended behavior more effectively and efficiently than viewing television advertising alone or TV in combination with online advertising.”
Magazines were found to be particularly effective for:
- Aiding brand awareness at the top of the funnel;
- Raising brand favorability, or consumers’ opinions of the brand mid-funnel; and
- Influencing purchase consideration or intent, the last stage before the sale.
“For effectiveness, magazines were the most consistent performer across all three media, contributing significant lift overall and at each stage of the purchase funnel…”
And despite the high-end look and feel of print magazines, their ads offer the biggest value, being ranked as the most cost effective medium in cost per person and numbers of people impacted.
This is huge news for publishers – read, absorb and keep this data on hand whenever talking to your advertisers. This will definitely help you make the case.