It's worth reading through and considering (and certainly mentioning) when you plan and design your magazines.
Granted, it is an organisation with a vested interest in the results, but its findings should be taken in to account.
However, be cafeful - don't over do the adverts!
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http://www.ppa.co.uk/about/activities/consumer-media-group/news/new-ppa-research-reveals-power-of-magazine-advertising/
The PPA has found consumer behaviour is influenced by a combination of editorial and advertising.
Magnify <a data / analysis company> 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 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, Marketing Director at the PPA, said: “It highlights the amazing power of magazine editorial and magazine advertising not only to engage consumers but also to drive attitude and action."
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 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, Marketing Director at the PPA, said: “It highlights the amazing power of magazine editorial and magazine advertising not only to engage consumers but also to drive attitude and action."
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