The Association of Magazine Media published their 2012/2013 Magazine Media Factbook. The Factbook has more than 100 pages of in-depth magazine data. Here are 9 highlights from the Factbook regarding why magazine advertising leads the way.
Magazines continue to score higher than TV or the internet in ad receptivity and other engagement measures. Readers spend an impressive 41 minutes with each issue. Among digital readers, 73% read or tap on ads appearing in electronic magazines.
Consumers trust and believe magazines and embrace advertising as a part of the brand experience. In fact, studies show that ads in magazines rank higher in trust than ads on TV, radio or online.
Magazines are motivating. More than 60% of print magazine readers took action as a result of a magazine ad. Digital magazines also drive response, with 91% taking action after reading a digital issue. Studies show that 43% of magazine readers make online purchases vs. 21% of non-readers.
Readers have a positive attitude toward advertising in magazines and believe the ads provide useful information. This holds true among digital readers and they further like to explore interactive ad tools and features.
If you think teenagers only read texts, think again. 96% of adults under 25 read magazines and those under 35 read more issues per month than adults 35+. Studies also show that the top 25 magazines reach more adults and teens than primetime television.
Magazines and social media go hand-in-hand. 69% of readers have posted a magazine article on Facebook, and more than 6 in 10 have shared magazine content while chatting with friends on Facebook.
Magazine readers are more likely than users of other media to influence friends and family on product purchases across a variety of advertising categories. Magazine readers rank as #1 or #2 super influential consumers across 60 product categories and make an impact in every shopping segment.
Studies show that allocating more money to magazines in the media mix improves marketing and advertising ROI across multiple product categories.
Magazine apps are among the top-grossing apps in key categories in the iPad App Store. Magazine readers are heavy smartphone users. And, magazines also rank #1 in driving consumers online among adults 18+.
Download the 100 page PDF of the Magazine Factbook 2012/2013 here: http://www.magazine.org/sites/default/files/factbook-2012.pdf