Magnify pools data from 18,000 consumer interviews, analysing the performance and communication characteristics of more than 3,100 adverts and 400 editorial spreads. It demonstrates how readers consume and react to both content types, and what actions they take following exposure.
One of the key highlights of the study is the finding that advertising and editorial drive similar levels of recall among respondents as well as similar levels of post-exposure action.
Magnify found that magazine advertising increases purchase consideration by an average of 22% overall, and generates a direct sales increase in 9% among those exposed to the advertising.
The research was carried out by GfK using the StarchMetrix methodology, and provides authoritative data and benchmarks on magazine advertising performance, both across the medium as a whole and within specific market sectors, says the PPA.
The study also shows how the majority of metrics, including noting, consideration, purchase, further research, and even word-of-mouth scores, can potentially be influenced by factors such as size, placement, or the use of special mechanics. An inside front cover double-page spread, for example, was found to generate an increase in the "effective" score of 79%.
James Papworth (pictured), Marketing Director at the PPA, said: "Magnify is a landmark investigation that provides unrivalled understanding into how magazines are consumed.
“It highlights the amazing power of magazine editorial and magazine advertising not only to engage consumers but also to drive attitude and action."
Marius Cloete, Head of Research, added: "We are tremendously proud of Magnify as the lead project to launch our effectiveness-focused research plan, which will span into 2012 and beyond. “Most people in the media world are well aware of the amazing power of magazines to engage consumers, but this new research plan will cast a contemporary light on such knowledge, and aims to provide the planning community with robust, usable data."
About Magnify
The PPA says: “Fieldwork for Magnify was conducted in 2011 and managed by GfK NOP UK using the GfK StarchMetrix methodology. The research involved 14 participating media houses, 95 magazine titles, 3,165 ads, and 399 editorial spreads. A total of 18,386 respondents were interviewed online and pre-screened to determine readership of the measured titles.”
About PPA
The PPA says: “The PPA promotes and protects the interests of print and online publishers of consumer and business media in the UK. The PPA has around 200 publishing companies in its membership, which collectively produce more than 2,500 consumer and business magazines and journals as well as digital media, data products and events.”
