Under the Influence Online Campaign

November 19, 2008

Why are magazines "the medium of action?" A wealth of third-party research shows:
(click any of the links below to see the research behind the facts)

• #1 in driving search among 18-44 year olds
• #1 in influencing automotive purchase intent. 2/3 more effective than TV. 1 ½ times more effective than online.
• #1 in influencing purchase intent of packaged goods. At nearly 2x the rate of TV and 3x the rate of online
• People were 2x as likely to visit a website after seeing a magazine ad.
• Seeing a magazine ad increased web traffic by more than 40%.
• #1 in driving word of mouth.
• #1 in driving brand favorability. 2x the impact of TV and 4x the impact of online.
• The most cost effective medium in boosting purchase intent- 2/3 the cost per impact of TV and less than 1/2 the cost per impact of online.
• #1 offline medium for driving consumers to social networks.
• Twice as likely as TV viewers to be social networkers.
• Nearly 1/2 the cost per impact of other media in generating brand familiarity.
• Most consistently yield the lowest cost per impact across the purchase funnel.

For more information, check out the resources below:

See the latest in accountability research	View real-world advertiser success with over 250 case studies across categories.	Access everything you need to know about the magazine industry.	Discover the truth behind common misperceptions of magazines.

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Learn how magazines can impact your category

 Under the Influence of Magazines in the news:

• The New York Times: Magazines Assert Their Power to Sell
• Foliomag.com: MPA Launches "Playful" New Ad Campaign
• Wired.com: Dear Advertisers: We Are So Still Relevant. XO, Magazines
• Gawker.com: Magazine Ads Explained: They Sell Things!
• TheBusinessSheet.com: Magazines Start Advertising to Advertisers to Get Advertising
• MediaBuyerPlanner.com: MPA Promotes Relevence of Mags in New Campaign

MPA MEMBERS: To run these ads or banners email promotion@magazine.org