Magazine champions at agencies requested a n overview of magazines’ strengths that they can use to sell magazines to their clients in the face of media budget reallocations and debunk misperceptions some have about various media (as well as the roles they play in driving results). To answer the latest questions faced by agencies and magazines alike, MPA has created a new tool to bust a number of erroneous media myths using independent research to shed light on the value magazines deliver.

Check out these charts, based on independent research, which will show advertisers exactly why they need to maintain magazine spending even if they plan to reduce their ad budgets:

• Magazines are the most consistent medium in driving results across the purchase funnel

• Magazine advertising bests TV and online advertising in boosting purchase intent

• Magazines out-perform other media at influencing consumers to start an online search

• Print ads rank as the #1 offline source in driving “actionable” web traffic

• Video on magazine websites led all other media in driving consumer visits to a store and to a company’s website

• Magazine users have grown over the past five years at a higher rate than the users of all other media except online

• More 18-34 year-olds read magazines and they read more issues on average than ten years ago

Here’s How to Get It

You can download copies of the sales piece or email promotion@magazine.org for hard copies.

For questions about the research, please contact Stephen Frost at sfrost@magazine.org.