Magazine Effectiveness

Dollar for dollar, magazines deliver significantly higher advertising awareness to readers than other forms of advertising.

In an examination of customer awareness to dollars spent on advertising, regardless of category, magazines proved to be at least twice as effective as television on a dollar-for-dollar basis at generating advertising awareness.

69% of consumers value magazines for information on products and services.

Magazines 69%
Newspapers 67%
Television 58%
Direct Mail 54%
Radio 46%
Billboards 22%

For example: when selecting a new automobile, Canadians valued magazines at 46%, newspapers at 22%, television at 11%, direct mail at 3%, radio at 1% and billboards at 1%.

30% of Canadians judge magazines to be the most personal of all media

Magazines 30%
Newspapers 14%
Television 13%
Radio 10%
Direct Mail 9%
Billboards 1%

46% of Canadians claim magazines are the best source of lifestyle information

Magazines 46%
Television 26%
Newspapers 15%
Radio 3%
Direct Mail 1%
Billboards -

Ads placed in magazines rank first among all media for generating attraction (% agreed or agree strongly)

Magazines 79%
Television 68%
Billboards 54%
Newspapers 49%
Radio 45%
Direct Mail 34%

90% adults age 18 and over read at least one magazine each month.

Average readers spend 51 minutes per magazine.

A typical reader is exposed an average of 1.7 times to each page in a magazine. Each magazine is passed along to an average of 3 – 5 people.

Magazines can contain more detailed information than other forms of advertising.

60% of audience rates magazines ads as believable and credible (less than 40% for television).

Up to 40% of readers do not start from the front of the magazine. Readers tend to “fan” a magazine with the left hand and look at ads and articles from the back to front.

An exceptionally strong ad will work no matter where it is placed in a magazine.

Quote: “Research demonstrates we consider magazines to be the most personal and helpful media source. Advertising messages in magazines find a receptive, responsive audience. Magazines, more than any other medium, lead to product and service acceptance - and ultimately - sales.” – Magazines Canada


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