1. Ad impact:
what you don’t know
could hurt your bottom line
busting popular media myths
Updated Fall 2009

2. MYTH > NO ONE READS magazines,
especially younger consumers.
REALITY > Magazine usage has grown over the past five years at a
higher rate than usage of all other media except the web
5-Year Trend in Media Usage 2005 – 2009
Total users in thousands ( % increase )
135,282
Internet 2005
2009 163,376
180,620
Magazines
189,315
211,757
Outdoor
221,551
202,873
Television
210,958
180,839
Radio
184,358
167,192
Newspapers
163,918
214,774
Total Adults
224,899
Source: MRI Spring studies 2005 and 2009
REALITY > Readership continues to be strong for adults 18-34
Magazine Readers (’000) Adults 18–34
2005 58,945 100
2009 60,017 102
Median Issues/Month, Adults 18–34
2005 8.4 100
2009 8.6 102
Base: Magazine Readers, U.S. Adults 18+
Source: MRI, Spring Studies 2005 and 2009
REALITY > Top 25 magazines outperform the top 25 primetime
TV programs in all major demos, including adults
18-34 and teens
Gross Rating Points of Top 25 Magazines and Prime-Time TV Programs
adults 18 – 34
prime-time tv programs 100
magazines 260
teens 12 – 17
72
186
Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled programs);
MRI Fall 2008; MRI Twelveplus 2008

3. MYTH > Cutting my magazine budget
WON’T COMPROMISE ad results.
REALITY > Magazines perform best through the purchase funnel,
especially in brand favorability and purchase intent
Incremental Effect of Medium on Brand Metrics
+23.0
}
+10.9 +11.9
}
}
7.8 7.5 7.7
+12.9 6.5 6.7
+10.8
}
}
Point Difference >
4.6 4.7
4.2
3.6 3.7 3.6
2.9
2.5
1.9
1.6
%> 28 36 36 34 33 33 39 27 34 23 17 60 30 13 56
Aided Brand Ad Message Brand Purchase
Awareness Awareness Association Favorability Consideration/Intent
• TV=onlyStudies. Source: DynamicofLogic 2009.TV • Incremental Impact of Magazines to TV + Online
Base 39
• Incremental Impact Online to
REALITY > Magazines are the most cost-effective medium throughout
the purchase funnel, looking at two measures of ROI
> Magazines most consistently generate a low cost per impact
Media Performance for Cost per Impact (CPI)
Brand Awareness television
$0.98
magazines
$1.08
$1.97 online
Brand Familiarity
$2.61
$1.40
$2.58
Purchase Intent
$1.77
$1.23
$2.61
Aggregate of 38 studies.
Source: Marketing Evolution, 2008
> For cost per person, the most efficient media combination
always includes magazines
Most Cost Efficient Media Combinations Based on Average Cost per Person
magazine tv tv magazine tv + online
tv only online only only + online + magazine + online + magazine
Aided Brand Awareness
Ad Awareness
Message Association
Brand Favorability
Purchase Consideration/Intent
Denotes most cost-effective medium for metric
Denotes second most cost-effective medium for metric
Aggregate of 10 studies. Source: Dynamic Logic 2009

4. MYTH > Magazines aren’t KEEPING PACE
in the digital age.
REALITY > Magazines rank #1 at influencing consumers to start
a search online – higher than newer media options
Media That Trigger an Online Search by Age and Gender
Medium (percent) Total M F 18 – 24 25 – 34 35 – 44 45 – 54 55+
Magazines 44% 40% 47% 36% 44% 45% 45% 44%
TV/Broadcast 38 40 37 30 39 40 42 38
Newspapers 36 35 36 21 27 33 40 45
Face-to-Face 35 34 36 39 43 38 35 27
TV/Cable 32 35 28 37 42 34 29 23
Radio 27 30 25 22 34 32 29 21
Direct Mail 26 24 28 20 27 27 27 27
E-mail Ads 23 22 23 22 28 24 22 19
Internet Ads 21 23 18 26 26 22 20 15
Online Communities 11 10 12 23 19 12 7 4
Source: BIGresearch, Simultaneous Media Usage Study (SIMM14), June 2009
REALITY > Magazines best complement the web in reaching
social networkers
Index Based on Percent of Consumers Using Facebook or MySpace in Last 30 Days
Magazines 140
Newspapers 84
Radio 104
Television 62
Internet 175
Outdoor 113
Base: Top quintile of usage for each medium.
Source: MRI, Spring 2009
REALITY > Magazine digital initiatives have increased in double
digits every year since 2006
Number of Magazine Digital Initiatives Jan-Sept 2006 – 2009
% increase
2006 90
2007 169 +88%
2008 197 +17%
2009 254 +29%
Magazine digital initiatives cover online and mobile extensions, and include partnerships with companies such as Facebook, Hulu, YouTube and Twitter.
Source: MPA Information Center, 2009
For more information or to download these charts, go to www.magazine.org/accountability.
Cover Photo: 200315774 – 001/photodisc /gettyimages