Print + Digital is the Best Combination of All | The Rules of Attraction Study

Published By : Magazines Canada https://twitter.com/magscanada
http://www.magazinescanada.ca/page/pub:3341/The-Rules-of-Attraction-Study-Print--Digital-is-th

The Rules of Attraction study, launched in May by Magnetic, a new marketing agency for magazine media in the UK, proves that "the page and digital screen nourish each other." The new research explores the relationships that consumers have with their favourite magazine media brands. The study finds that these relationships are "powered by print but increasingly extended and enhanced by digital."

Print has proven to be a resilient advertising medium, and paired with the complementary benefits of digital, "magazines' effectiveness as a consumer experience and as an advertising vehicle is growing." Print magazines have always been portable, and digital's ability to provide the most current information enhanced with media such as photo galleries and video has created "super-users": consumers that love to access magazine content in both print and digital formats. This segment of consumers has deep emotional and functional involvement with their magazine brands; finding them inspirational, pleasurable and relaxing, among many other benefits. The super-users are also an advertisers' dream—they are an even more receptive target audience for advertisers' communications.

Magazine brands have long been known to have strong relationships with their readers, and the new study continues to prove that "consumers' engagement with their magazine brands rubs off onto the advertising the brands carry, and the deeper the engagement the greater the rub-off." 

The super-users are very loyal to the print format—96% said they will be reading printed magazine in the future and not give up print in favour of digital. Meanwhile, almost a third of digital-only readers said they were more likely to read printed magazines in the next 12 months—through websites and social media, digital-only readers are discovering and falling in love magazine branded-content.

Whatever edition magazine readers are entering from, they are accessing content across a wide range of platforms. Consumers continue to trust and value the strength of magazine brands, on both print and digital platforms.

To learn more about the "Six Rules of Attraction," read the entire article on FIPP's website.