Marius Cloete, head of research at PPA, UK, explained the methodology behind the study and the goal of demonstrating how magazines work in the context of all other media.
Cloete said the study began by charting the consumer awareness journey, and said that magazines are really good at driving people through the latter stages, once awareness has been made.
“Magazines don’t have the issue of ad avoidance”, said Cloete, “people happily read ads alongside content in magazines, and are equally likely to remember ads and editorial.”
Part of the study was repeated for other mediums including TV and online, and only magazines showed positive correlations between high levels of spend and high levels of bonding.
“Magazines are brilliant at getting consumers closer to brands” said Cloete. “The results from the study show that brands see substantial lifts in bonding levels. It’s easy to underestimate ROI for magazines, but magazine ROI is proven to be higher than any other media across the campaigns we measured.”
The FIPP Research Forum is a two-day event for publishers, researchers and marketing executives in the magazine business. It has attracted some of the world’s leading magazine research professionals, who meet to discuss the latest issues and developments in the industry worldwide.