Study Reveals Magazines Are Worth the Ad Spend
By Caysey Welton
06/14/2016
Advertisers may want to rethink their media mix after a recent study revealed that magazine advertising equals big returns.
According to data collected from Nielsen Catalina Solutions, magazines offer the highest average return on advertising spend (ROAS) with a return of $3.94 on every dollar spent. Cost certainly impacts the ROAS, however the cheapest form of advertising—display—falls considerably short in comparison to magazines with an ROAS of just $2.63, thus indicating magazines are not an investment advertisers should be running away from.
The ROAS was developed by aggregating 11 years (2004-2015) of data from 1,400 campaigns across 450 brands from seven categories—baby, pet, health and beauty, general merchandise, food, beverage and over the counter.
“Over the past year, there has been a preponderance of evidence to prove the effectiveness of print advertising and the power of magazine media to both tell and sell,” says Linda Thomas Brooks, president and chief executive officer of MPA , the Association of Magazine Media, in response to the report. “By generating benchmarks that allow marketers to compare the return they should expect from every media dollar, the study clearly shows that every media buy would benefit from the addition of print advertising.”
While cross-platform measurements are still a work in progress, this study offers a very favorable indicator for magazine media. Not only does it provide some proof that magazines are still a good investment, but it also contextualizes where print fits into the media mix.
“Time Inc. applauds and supports the efforts that NCS has undertaken to include magazines in their launch of cross-platform norms,” says Caryn Klein, VP of research & insights at Time Inc. in a statement. “With the inclusion of secondary audience impact, it now places print on an equal playing field with other media and we can unequivocally prove the importance of including print in the mix given the strong ROAS that it provides for our marketing partners.”
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Lisa Doyle-Mitchell
(239) 851-4729
Your Walking Billboard, LLC ™ is here to help you make the best decisions for your company print advertising and media buys. We have aligned with 3 powerful print products here in the Southwest Florida community that target prime audiences: Moms/Families, Out and About/Affluent & Solution Based/Alternative. As an added value of having a presence in these print publications, we will be Your Walking Billboard out in the community with personal referrals, along with the opportunity to have a presence on my new business networking community website, Social Cents Club.
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