Magazines Drive Purchase Intent, New Research Finds

By Randy Davidson on October 30th, 2006

According to research commissioned by Magazine Publishers of America, magazines are the most effective medium for advertisers across the purchase funnel, especially in the key measure of purchase intent. The study, entitled “Measuring Media Effectiveness: Comparing Media Contribution Throughout the Purchase Funnel”, was conducted by Marketing Evolution.

“Magazines surprising strength will, I believe, challenge advertisers’ preconceptions about their contribution,” said Rex Briggs, CEO of Marketing Evolution. “Television, the Internet and magazines each make meaningful contributions to a marketer’s success, but magazines were the most consistent medium in generating positive advertising results throughout the purchase funnel.”