TRUSTED

Trust in the content environment is an essential pre- cursor to both trust in advertising and responsiveness to it. This symbiotic relationship that advertisers need to leverage has been explored in a number of studies which all show that magazines and their digital environments engender trust not only in the content it features, but the advertising it carries. TRUST IN CONTENT IS ESSENTIAL TO GET CONSUMERS TO INTERACT AND RESPOND TO ADVERTISING

Sources: Magnetic/Crowd DNA Rules of Attraction 2015 MAGAZINES ENJOYS THE HIGHEST LEVEL OF TRUST Newspapers Internet Radio Magazines TV How much do you trust these media?

Sources: Magnetic/CrowdDNA - Rules of Attraction 2015 TRUST IN THE MEDIUM GENERATES TRUST IN ITS RECOMMENDATIONS % Disagreeing “I trust the reviews in my magazines”

Sources: SPM France – L’Efficacite Print + Web 2011 TRUST IN THE PRINT BRAND PROVIDES A HALO EFFECT FOR ITS ONLINE ASSETS 71% of consumers agree that they trust newspaper/magazines websites as much as they trust the newspaper/magazines itself

34% 48% 59% Social MediaPortals Original Content Sites TRUST IN THE CONTENT ENVIRONMENT IS INTEGRAL TO CREATE TRUST IN ONLINE ADVERTISING Sources: AOP/Gfk NOP – Rules of Engagement 2011 Respondents who claim to trust online advertising by content environment type

23% 26% 40% Social MediaPortals Original Content Sites This is evidence is based on behavioural data not claimed survey responses Sources: AOP/ComScore – The Value of Trust 2012 Respondents who took any action to interact with the brand, including clicking link, searching for brand, visiting the brand site, or bought the product online or in-store CONSUMERS ARE MORE LIKELY TO INTERACT WITH A BRAND THAT ADVERTISES ON ORIGINAL CONTENT SITES