SYDNEY: Adding print magazines to the media mix delivers a greater uplift in brand metrics than the average of any other two media channel combinations, new research has claimed.

A study for magazine industry body Magazine Networks surveyed 3,000 consumers online, split between magazine and non-magazine readers, to assess brand health and ad impact metrics across 24 brands and a range of categories.

The Multiplier Effect study found that those brands that included print magazines in their media mix saw a 22% uplift in brand trust, a 55% increase in brand favourability and a 29% lift in purchase intent.

When specific channel pairings were considered, a combination of print magazines with out-of-home was shown to drive increases in brand interest and purchase intent, with people 3.2 times more likely to identify the brand as one they wanted to find out more about and a 43% increase in their likelihood to purchase.

Adding magazines to radio helped establish a deeper brand connection, with people 2.1 times more likely to see the brand as engaging and interesting.

Coupling print magazines and online advertising helped drive a deeper brand relationship and influenced brand advocacy with people 2.6 times more likely to recommend the brand to others.

Print magazines and TV advertising together helped increase brand favourability with people 1.9 times more likely to consider a brand as one of their favourites.

And combining magazines and newspapers resulted in people being 9.2 times more likely to identify a brand as one they wanted to find out more about.

“Advertisers should not underestimate the incremental impact of magazines as they add something different to each media channel,” said Mary Ann Azer, Executive Director of Magazine Networks, as she decried “an irrational bias against print magazines in the Australian market”.

“These results can help support better channel planning depending on campaign objectives,” she added.

Data sourced from Magazine Networks, Mumbrella; additional content by WARC staff