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.

 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