Numerous studies have shown magazines’ effectiveness in the marketing mix across a variety of categories and brands. In response to ever-increasing demand for advertising accountability, Magazine Publishers of America commissioned Hudson River Group to look at media mix dynamics for three specific categories: financial services, personal care products and OTC/healthcare products. The media mix modeling study provides compelling proof that magazines positively impact sales in these three categories, which is consistent with results from previous accountability studies. This comprehensive new study, titled “How Media Measure Up: Financial Services, Personal Care Products and OTC/Healthcare Products,” measured television, magazines, newspapers, radio and
outdoor—the media with sufficient data to be analyzed.