Magazines provide reach to the most desirable consumers: Across almost every demographic, the top 25 magazines outdeliver the top 25 TV shows. In addition, heavy magazine readers are likely to be among the largest spenders across most product categories.
Source: Starcom; Northwestern University Magazine Reader Experience Study; Affinity Research; How Media Measures Up; Documenting the Role of Magazines in the Mix; ROI for DTC; ROI for Kraft; Measuring the Mix; What Drives Automotive Sales; Dynamic Logic; Initiative; MRI Fall 2004; Roper; Neopets Youth Study; Media Choices

Magazine advertising improves advertising ROI: Multiple studies have demonstrated that allocating more money to magazines in the media mix improves marketing and advertising ROI across a broad range of product categories.
Source: Starcom; Northwestern University Magazine Reader Experience Study; Affinity Research; How Media Measures Up; Documenting the Role of Magazines in the Mix; ROI for DTC; ROI for Kraft; Measuring the Mix; What Drives Automotive Sales; Dynamic Logic; Initiative; MRI Fall 2004; Roper; Neopets Youth Study; Media Choices

Consumers Trust Magazine Advertising the Most
Magazine advertising has been and continues to be the advertising medium that adults and teens trust.
Consumers usually trust and believe advertising in:
43% Magazines
32% Network TV
15% Cable TV
10% Internet
Source: Media Choices 2000, Adults 18+
Teens & Advertising Trust by Medium
Magazine Advertising 29%
Radio Advertising 22%
Television Advertising 22%
Internet Advertising 18%
Source: Neopets Youth Study 2004

Magazine Advertising Motivates Readers to Action
Half (50%) of readers took action on ads or had a more favorable opinion about the advertiser, according to a recent study from VISTA. Similarly, 55% took action based on editorial content. The research shows that magazine engagement goes far beyond just "feeling" - it prompts consumers to act.
Source: Affinity Research VISTA Print Tracking Service

Consumers are more receptive to Magazine Advertising More than one third of Americans would support eliminating advertising from network television, cable TV and websites. Nearly one in four would eliminate advertising from radio. In addition, the media that offer consumers the most control over their advertising consumption - magazines and newspapers - have the lowest advertising rejection levels. Places you would be in support of eliminating marketing and advertising

Source: Yankelovich Omniplus, February 2004