We talk a lot about the connected consumer – those people who engage with our brands in print, on their phones, via tablets and through social media – but what do we really know about how they feel about print?
FIPP Research set out to determine exactly that, and presented their findings in Proof of Performance: Making the Case for Advertising Media. And while the title of the report may be a spoiler, the data is clear:
“…the broad findings and trends are extremely consistent – namely that magazines, compared to most other media, have the most intimate and engaged relationship with their audience; that their audience trusts them more than any other medium; that advertising is seen as a core part of a magazine offering, and accordingly that they deliver brilliant ROI’s for their advertisers.”
The research found a few key elements that make magazines a perfect choice when looking to target specific audiences who are deeply engaged. Readers choose magazines whose personalities and interests closely match their own. This creates a personal relationship, much like a trusted friend, in which ads are seen as part of the content. The magazine experience is often referred to as “me time,” when hyper-connected consumers finally turn off their devices and give their full attention to the magazine experience.
It is this personal relationship that makes magazines such a good place for advertisers.