Advertisers are making the Internet a more important element in their marketing plans as they seek to drive consumers to their websites. As a result, web traffic and search results are increasingly regarded as measures of marketing success.

A number of independent studies have documented the role that magazines play in affecting consumer online behavior. Now, new research from Affinity LLC’s VISTA Print Effectiveness Rating Service reconfirms that magazine ads with URLs are more likely to drive readers to advertiser websites overall as well as across a range of genres. Even if “drive to web” is not the goal of the advertising campaign, including a URL to boost web visits is a benefit most advertisers will appreciate.