Late last year we reported on a Magazines Canada report that showed us that buying magazines makes shoppers happier.
Okay, happy customers are a good thing for the retail store … but does that have any bearing on the advertisers in that magazine?
Turns out, it does. As Magazine Canada explains, magazines motivate consumers to act. The report notes that retail magazine buyers “read and act on magazine ads that attract their attention.”
Magazine ads spur action
The findings show that magazines spur online search and site visits, referrals, audience growth and build brand reputation:
Image source: The Role of Magazines at Retail: A Reader-and-Buyer Study
And age had little bearing on these results; younger readers or older, the trigger actions were about the same – although women were slightly more likely to be influenced by print magazine ads than men.
Image source: The Role of Magazines at Retail: A Reader-and-Buyer Study
Selling more magazines in store
For retailers, the report also includes some great insights into how consumers find, browse and ultimately decide to purchase those in-store magazines. Overall, readers noted that if they stop and browse a magazine, they are far more likely to purchase it; and 52% report interacting with magazines during their shopping trip.
“Strong conversion from interaction to purchase implies that browsing may be difficult and those who pick up a magazine are already leaning toward purchase,” the report notes. For retailers, this means that making browsing easier should help drive more magazine sales.
Image source: The Role of Magazines at Retail: A Reader-and-Buyer Study
For magazine publishers, this report has some solid info about the retail shopper and the modern newsstand experience. For advertisers, it supports the case for print advertising as the way to influence purchase and boost awareness and brand reputation. Grab a copy and dive in.