Sure the markets in crisis but I wanted to share this news with you about the impact of magazines. There is no question, we need BOTH the web AND magazines…I don’t think any of my advertisers are on tv…yet!

it hits NOV
cheers
Michael

Study: Magazines Beat TV In ROI
by Erik Sass, Tuesday, Oct 7, 2008 4:06 PM ET

A new study of magazine advertising ROI by Marketing Evolution found that magazines are the most cost-effective means of influencing consumer behavior at certain stages of the decision-making process, or “purchase funnel,” beating out TV and online media. Specifically, magazines dominate two crucial stages: brand familiarity and purchase intent.

Below are the results of a new study by third party, marketing company (Marketing Evolutions) that hugely reinforces the case for magazine advertising. It came from IPAO.

This can be made to be a very useful sales argument when we talk to clients. It will help justify their choice to spend on us. It supports the pitch that Magazines are the best return on investment.

The study was part of a Meta study (incorporating results from 38 studies) looking at all marketing efforts. It was found that magazine advertising was far more valuable than TV or Online. They measured “cost per impact” in three stages of the purchase funnel–brand awareness, brand familiarity and purchase intent.

Here is the “Cost Per Impact” of each Media. The lower the cost the better.

Expressed in $ TV On-Line Magazines
Brand Awareness - .98 1.97 1.08
Brand Familiarity - 2.61 2.58 1.40
Purchase Intent - 1.77 2.61 1.23