In spite of (or maybe because of?) the time we spend in front of our electronic devices, print magazines still create more engagement and ad receptivity than Internet or television.
In a recent article by Print in the Mix, the author cites Experian Marketing Services Multi-Media Engagement study, and points out some valuable stats for publishers:
In addition to ad attention and receptivity, magazine also rank as more life-enhancing and inspirational than either Internet or TV.
They outrank digital media for trustworthiness as well.
Based on these and other user engagement studies, the Association of Magazine Media (MPA) has this to say:
“Magazines deliver powerful relationships that influence, inspire and endure. The magazine media brand experience is based on trusted editorial, complemented by relevant advertising. This dual immersion in edit and ads satisfies the interests and passions of millions of readers – when, where and how they choose.”
Where, when and how they choose – perhaps this is one of the main reasons for these findings. A printed magazine contrasts beautifully with the fleeting nature of digital and broadcast media, both of which must be actively recorded or saved for a return visit.
And with the average reader spending 40 minutes reading each print issue, that’s a lot of exposure time.
Working with publishers as closely as we do, this is really not “news” to us, although it sure is nice to see data that quantifies the undeniable engagement of print magazines.
For more great stats about magazine engagement, check out the MPA FactBook 2013/2014 and dive in.