Magonomics examines the role of print magazine brands in both driving bonding between advertisers and consumers and influencing, cost efficiently, their purchase behaviour.
The study, conducted by Mindshare UK’s Business Planning Unit on behalf of the PPA, analysed econometric data from 77 campaigns with advertising spend of up to £6m to reveal return on investment (ROI) figures that expose magazine advertising’s often-underestimated contribution to driving sales.
- A correlation between printed magazine investment and high bonding scores - the most critical influencer of purchase behaviour.
- In the campaigns analysed, magazines show a higher average ROI than any other media channel involved, including television, internet and newspapers. A series of diminishing return curve and media reallocation analyses show a consistent overall increase in sales when magazine media are deployed at higher spend levels (but within the same overall budget).
- The study shows that, for the brands included, magazine budgets had to be at least doubled before magazine ROI dropped to the same level as television.
In exploring how magazines are treated in econometrics, we are able to demonstrate that correctly distributing magazine audiences over time leads to an uplift of 19% in magazine ROI.
Mindshare UK Business Director – Intelligence, Jim Jarrett
Our work with Mindshare and Ohal has conclusively shown just how powerful, and frequently underestimated, magazines’ ability are not only to get consumers closer to brands, but to make a substantial contribution to an advertiser’s bottom line when deployed and measured appropriately.
PPA Head of Research, Marius Cloete
Request the Magonomics Research
To find out more about one of the most sophisticated studies on magazine brands and ROI, contact PPA Head of Research Marius Cloete or PPA Marketing Director James Papworth.