Appetite for print still alive

Lindsay Bennett
By Lindsay Bennett | 15 August 2016
Image: Supplied by Magazine Networks

Print is far from being dead – reports of its demise and devalue have been largely exaggerated – as the latest Magazine Networks study has found after conducting a study into lifestyle magazines including The Australian Woman’s Weekly and Cosmopolitan.

The study, conducted by research agency Fiftyfive5, analysed both print and digital formats of the brands to evaluate reader connection and advertising effectiveness.

The research found advertising in print and digital magazines increased brand relevance by 58% and fuels advocacy by 45%.

Through an analysis of more than 4000 readers, it found lifestyle magazine advertising has a significant impact on the consumer journey, increasing awareness by 31% and the consideration of a purchase by 33%.

MPA study

It also revealed lifestyle publications have the longest level of engagement, with readers spending an average one hour and 23 minutes on each print issue. Readers have a high level of trust with these publications, with 72% saying they have confidence in what the magazine tells them.

Bauer CEO Nick Chan says the research shows lifestyle magazine brands provide a “powerful opportunity” for advertisers to connect with readers in both print and digital formats and benefit from the magazine’s trusted relationship it has with readers.

“The relationship consumers have with lifestyle magazines is unique and committed. Readers can get a wide variety of content on topics that they are most passionate about, tailored and delivered in a way that resonates strongly,” he says.

The Magazine Networks is not the only industry body working towards overcoming misconceptions of the value of print. Recently the NewsMediaWorks launched a partnership with SMI to combine newspaper bookings from media agencies with bookings done direct from clients in a bid to create a complete picture of the ad dollars invested in news media companies.

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