An ongoing research initiative designed to provide magazine marketers, advertisers, and circulators, with insights about the synergy of the Internet and the printed page, MagNet utilizes links on over 90 MPA-member websites to generate responses to brief surveys. Recent results demonstrate that magazines have extended their brands and created an online presence. When asked where consumers usually find the web addresses of the sites they visit, 62% said magazine ads, versus 19% for banner ad, 19% for TV ads, 9% for newspaper ads, and 4% for radio ads. 43% of the respondents also indicated that advertising in magazines would be the most likely to motivate them to take some form of action, like go on-line, call a toll-free number, or even buy a product.
- Adam Bernard