3. Advertising Influence and Reaction: What magazine brands ‘say’ really matters to audiences. This applies as much to advertising as to editorial. Audiences regard both as a seamless blend of relevant, useful, influential content. There are no 'ad breaks' in magazines. There is only content. Audiences consistently refer to magazine advertising as: - the most relevant - the most useful - the most helpful buying guide - the least annoying Influence: PPA Magnify identified magazines as being a very hospitable place to advertise. Audiences are relaxed, calm and carefully considering all the pages. - Equal Recall: audiences are just as likely to recall magazine advertising as they are magazine editorial @ 54% each. - Equal Influence: audiences are almost as likely to think, feel or act in response to magazine advertising as magazine editorial: @ 63% and 66% respectively.

3. Advertising Influence and Reaction: Return on Investment: PPA Magonomics, by Mindshare analysed brand/consumer relationships and 77 multi-media campaigns to identify and calibrate the econometric return from a-t-l investment in media channels. Key findings: Consumer bonding: Consumers' bond with a brand is crucial to its sales. Many products satisfy a 'need' but consumers buy the brands which ‘feel right’. More than any other channel magazines' environment and value as a message carrier, enhance advertising's ability to cement consumer bonding Highest ROI: Of all the channels used in 77 analysed campaigns, printed magazine advertising delivered the highest Return on Investment: @ 11% higher than TV and @ 22% higher than online Huge growth potential: Magazine advertising investment is used to a fraction of its potential. It could more than double before ROI dropped to that of its nearest rival

: Advertising Influence: Online Influence: The Value of Trust, conducted by comScore compared original content websites with portals and social networks, concluding that "original content sites are far more likely to solicit an action from ‘ad exposed’ visitors than portals or social networks". % actions taken after seeing display ads in … Original Content Portals Social Networks Communication/Advocacy 19% 9% 7% [talk about a brand, visited/followed them on social media website, or recommended the product] Active Engagement 22% 5% 10% [researched product online or in-store, entered a competition or watched a video] Direct Contact 40% 26% 23% [clicked on a link, searched for the brand, visited a brand’s website, or bought the product online or in-store]