MAGAZINES
the medium of action
a comprehensive guide and handbook 2009/10 www.magazine.org

Top Reasons to Advertise in Magazines
Magazines and magazine ads garner the most attention:
BIGresearch studies show that when consumers read magazines they are much less likely to engage with other
media or to take part in non-media activities compared to the users of TV, radio or the internet. According to
research from JackMyers, when consumers were asked to rate media based on how likely they are to pay attention
to the advertising messages, magazines ranked at or near the top of the list. — see pages 30 and 32
Magazine advertising is valuable content: Consumers value magazine
advertising, according to numerous studies. Yankelovich and Dynamic Logic both report that consumers are more
likely to have a positive attitude toward advertising in magazines compared to other media. In addition, consumers
are more likely to turn to magazines to search for information across a variety of categories compared to the
internet, based on research from MediaVest — see pages 31, 54, 55, 57 and 66
Magazines supply credibility: Consumers trust and believe magazines and magazine
advertising more than other media. Simmons Multi-Media Engagement Study shows magazines score higher on
being “trustworthy” compared to TV or the internet. Other independent research confirms that consumers place
significant trust in magazine advertising. — see pages 29 and 35
Magazine print and digital audiences are growing: The number
of magazine readers as well as the average number of magazine issues read in the past month has grown over the
past five years. In addition, magazine website usage is growing faster than web usage overall. — see pages 7 and 10
www.magazine.org/handbook

Top Reasons to Advertise in Magazines
Magazine advertising is relevant and targeted: Consumers consider
magazine advertising more relevant than advertising in other media.With a range of titles that appeal to a wide variety
of demographics, lifestyles and interests, advertisers can hone in on targets that fit their needs. — see pages 34 and 12
Magazines are a leading influence on word-of-mouth:
Magazine readers are more likely than users of other media to influence friends and family on products across
a variety of categories. Magazines are also most likely to complement the web in reaching social networkers, whom
marketers increasingly favor in generating buzz. — see page 73
Magazine audiences accumulate faster than you think—
and with lasting impact: The average monthly magazine accumulates approximately
60% of its audience within a month’s time, and the average weekly magazine accumulates nearly 80% of its
audience in two weeks. — see page 74
Magazine advertising sells: Several studies demonstrate that magazines are generally
the strongest driver of purchase intent. Perhaps this is because more than half of all readers act on magazine ads,
according to Affinity Research. — see pages 36 and 42
www.magazine.org/handbook

Top Reasons to Advertise in Magazines
Magazines improve advertising ROI: Based on a recent analysis of cross-media
accountability studies, Marketing Evolution found magazines most consistently generate a favorable cost per
impact throughout the purchase funnel. Multiple studies confirm that allocating more money to magazines in the
media mix improves marketing and advertising ROI across a broad range of product categories. — see page 43 and 44
Magazine advertising drives web search, traffic and
action taking: BIGresearch proves that magazines lead other media in influencing consumers to
start a search for merchandise online, ranking at or near the top by gender as well as by age. In addition, studies
from Marketing Evolution, JupiterResearch and the OPA show that ads in magazines or on magazine websites
boost web traffic, spur online purchase and offline behavior. — see pages 70 – 72
Magazine advertising drives effectiveness throughout
the purchase funnel: Magazines generally contribute more than other media when looking
at consumers’ purchase decision-making process. As a result, magazines boost the effectiveness of other media
at all stages of the funnel. — see pages 41 and 42
Magazines deliver reach: Across major demographic groups, the combination of the
top 25 magazines delivers considerably more rating points than the top 25 TV shows. — see page 75
www.magazine.org/handbook

CONTENTS 1 Top Reasons to Advertise in Magazines
Magazine/Audience Metrics
7 Magazine Readership Remains Strong
8 Number of Magazines
9 Magazine Websites Continue to Grow
10 Magazine Website Usage is Growing Faster than Web Usage Overall
11 Magazines Continue to Target Consumers’ Interests
12 Magazines Inform and Entertain
THE MAGAZINE 13 Editorial and Advertising Contribute to the Reader Experience
HANDBOOK 2009/10 Circulation Metrics
www.magazine.org/handbook 14 Magazines Let Consumers Choose
15 Magazines Reach Mass and Niche Audiences
16 Consumers Invest in Their Magazines
A Comprehensive Guide 17 Bulk of Paid Circulation Revenue is Subscription Based
for Advertisers, Advertising 18 Consumers Rely on Multiple Outlets to Buy Their Magazines
19 Magazines Make the Cash Register Ring
Agencies and Consumer 20 Multiple Sources Contribute to a Magazines Bottom Line
Magazine Marketers 21 Public Place Copies Have Great Appeal
Advertising Metrics
22 Magazine Advertising Rate Card Revenue Exceeds $23 Billion
23 Magazine Spending by Quarter
24 Magazines’ Share of Media Spending Stays Strong
25 The Top 12 Advertising Categories
26 Top 50 Magazine Advertisers
Magazine Publishers of America 27 Recall of Magazine Advertising by Type of Unit, Color and Position
810 Seventh Avenue, 24th Floor 28 Unit Size Affects Ad Impact
New York, NY 10019-5818
Magazine Engagement
The Magazine Handbook © Copyright 2009 29 Magazines Are #1 Medium of Engagement
Magazine Publishers of America, Inc. 30 Consumers Pay Attention to Magazines

31 Consumers Enjoy Magazine Ads More Than Other Media 60 Luxury Goods: Buyers More Likely to Use Magazines and Web
32 Consumers Like and Pay Attention to Magazine Ads 61 Packaged Goods: Influencing Consumer Purchasing Decisions
33 Consumers Feel Positive About Magazine Advertising 62 Packaged Goods: Magazines Boost ROI/Target Shoppers
34 Magazines Provide a Relevant Advertising Experience 63 Pharmaceutical: A Prescription for Positive Results
35 Consumers Trust Magazine Advertising the Most 64 Pharmaceutical: Magazines Are a Top Healthcare Resource
65 Pharmaceutical: Magazines Lead in Driving Purchase Intent
Magazine Advertising Accountability 66 Pharmaceutical: Magazines Provide Healthy Ad Results
36 Magazine Advertising and Editorial Gets Readers to Act 67 Retail: Magazines Improve ROI and Influence Purchases
37 Magazine Ad Effectiveness Continues to Grow 68 Technology: Magazines Target Key Purchase Influencers
38 Readers Value and Respond to Magazines 69 Travel: Magazines Are A Destination for Travel Aficionados
39 Magazines Deliver More Ad Impressions Than TV or Web 70 Magazines Excel in Driving Web Search
40 Magazines Lead in Ad Influence Relative to Time Spent 71 Magazine Ads Build Web Traffic across Purchase Funnel
41 Magazines Boost the Power of Other Media 72 Magazines Prompt Online Action Taking
42 Magazines Drive Results Through the Purchase Funnel 73 Magazines Influence Word of Mouth
43 Magazines Improve Marketing and Advertising ROI 74 Magazines Accumulate Reach Faster Than Commonly Believed
44 Magazines Consistently Produce a Low Cost per Impact 75 Magazines Provide Better Reach Compared to TV
Accountability by Category Reader Characteristics
45 Magazines Influence Purchase Behavior Across Categories 76 Magazine Readers are Innovators
46 Magazine Readers Are Influential Consumers Across Categories 77 Magazines Appeal to Younger Adults
47 Auto: Magazines Play a Major Role in Auto Purchase 78 Magazines Appeal to Diverse Readers
48 Auto: Magazines Are More Efficient Than Other Media 79 Magazine Reading by Location
49 Auto: Magazines Deliver ROI Across the Purchase Funnel
50 Auto: Magazines Communicate the Benefits for Brands Creative Effectiveness
51 Auto: Magazines Exert Sizable Influence on Purchasers 80 Magazines Link Ad Engagement and Ad Effectiveness
52 Electronics: Magazines Generate Results and Influence 81 Engagement Findings Can Predict Creative Impact
53 Entertainment: Magazines Play a Leading Role in Results 82 Including a URL in Magazine Ads Increases Web Visits
54 Consumers of Entertainment Products Choose Magazines 83 Magazines Show Immunity to Ad Wearout
55 Fashion/Beauty: Making Ad Results More Attractive
56 Financial: Magazines Pay Dividends on Media Investments Case Studies
57 Food: Magazines Spice Up Results 84 The 28th Annual Kelly Award Winners
58 Green: Targeting Environmentally Conscious Consumers 87 Resources
59 Home Improvement: Magazines Motivate Consumers to Act 88 MPA Resources

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Readership Trends 7
Magazine Readership Remains Strong
More then 4 out of 5 U.S. adults Magazine Readers (000) 2004 2008
Adults 18+ 179,373 189,681
read magazines.
Index to 2004 100 106
Adults 18 – 34 58,916 60,461
Magazine audience —including readership
Index to 2004 100 103
among younger adults — has remained
strong over the past five years despite Average Issues/Month
Adults 18+ 11.0 11.5
the growth of new media options.
Index to 2004 100 105
Adults 18 – 34 12.1 13.1
Index to 2004 100 108
Coverage
Adults 18+ 84% 85%
Index to 2004 100 101
Adults 18 – 34 88% 88%
Index to 2004 100 100
Base: Magazine Readers, U.S. Adults 18+, 230 Measured Magazines
Source: MRI, Fall Studies 2004 and 2008
www.magazine.org/handbook

Number of Magazine Titles 8
A Magazine for Everyone
Reading a magazine is an Number of Magazines 1999 – 2008
intimate, involving experience year total* consumer
1999 17.970 9,311
that fulfills the personal needs
2000 17,815 8,138
and reflects the values of the
2001 17,694 6,336
reader. This is one reason the
2002 17,321 5,340
average reader spends over 43 2003 17,254 6,234
minutes reading each issue. 2004 18,821 7,188
2005 18,267 6,325
For a list of the number of magazines by
category, visit www.magazine.org. 2006 19,419 6,734
2007 19,532 6,809
2008 20,590 7,383
*Includes, but is not limited to, consumer magazines in North America
regardless of publishing frequency.
Source: MRI Fall, 2008, National Directory of Magazines, 2009
www.magazine.org/handbook

Number of Magazines with Websites 9
Magazine Websites Continue to Grow
Even as Print Magazines Are Valued
The number of consumer magazine Number of Magazines
websites has increased 78% since 2005, with Websites 2005 – 2009
extending the reach and influence of year total consumer only
magazines’ editorial and advertising 2005 10,131 4,712
messages to an even wider audience.
2006 10,818 5,395
Consumers who use both magazine 2007 11,623 5,950
websites and their print counterparts 2008 13,247 6,453
overwhelmingly state that the printed
2009 15,204 7,473
magazine still has value.
Source: MediaFinder, 2009 (data as of March, 2009)
Keep up with the latest magazine digital
initiatives at www.magazine.org/digital. Dual Magazine-Website Users
Value Print by percent
% strongly agree: “Online version could easily
replace print version in next five years”
Fashion/Beauty 15%
Entertainment 13
Health & Wellness 12
Food/Cooking 10
Base: Dual users of magazine related website (by genre)
Source: MediaVest Print/Digital Study, 2008
www.magazine.org/handbook

Magazine Website Traffic 10
Magazine Website Usage is Growing Faster
Than Web Usage Overall
Magazine Website Growth
unique visitors reach sessions total minutes
(millions) (percent) (millions) (billions)
Fourth Quarter 2006 62.5 39% 386.6 1.7
Fourth Quarter 2007 67.5 42% 434.3 1.8
Fourth Quarter 2008 75.0 45% 546.2 2.4
Percent of Change 2008 vs. 2006 20% 15% 41% 41%
U.S. Web Growth 2008 vs. 2006 4%
First Quarter 2007 63.2 40% 427.7 1.9
First Quarter 2008 70.7 43% 497.3 2.2
First Quarter 2009 75.8 45% 538.4 2.3
Percent of Change 2009 vs. 2007 20% 13% 26% 21%
U.S. Web Growth 2009 vs. 2007 7%
Source: Nielsen Online analysis, based on quarterly averages of 476 magazine brands online, Q4 2008, Q1 2009
www.magazine.org/handbook

New Magazine Launches 11
Magazines Continue to Target
Consumers’ Interests
Every year a plethora of new magazines New U.S. Magazine Launches by Category in 2008
are introduced to satisfy consumers’ 18 Metropolitan/Regional/State 2 Art
growing need to be informed and 18 Sports 2 Bridal
entertained. 14 Crafts/Games/Hobbies/Models 2 Children’s
13 Automotive 2 Comic Technique/Comics
The variety of new magazine titles 11 Home/Home Service 2 Computers
9 Epicurean 2 Dressmaking
launched each year is a testament to the
9 Nature/Ecology 2 Entertainment / P erforming Arts
magazine industry’s commitment to
9 Special Interest 2 Gaming
meeting the needs and interests of
8 Fashion/Beauty/Grooming 2 Gay/Lesbian
consumers. 8 Women’s 2 Military/Naval
7 Political/Social Topics 2 Motorcycles
New magazine launch announcements 5 Fitness 2 Photography
are highlighted on a monthly basis at 5 Health 2 Science/Technology
www.magazine.org/launches. 5 Religion 2 Sex
4 Black/Ethnic 1 Fishing/Hunting
3 Boating 1 Gardening
3 Business/Finance 1 Men’s
3 Camping/Outdoor Recreation 1 Mystery
3 Dogs/Pets 1 Teen
3 Literary/Reviews/Writing 1 Travel
3 Music 195 Total New Magazine Launches
Note: This list represents weekly, bi-monthly, monthly, and quarterly titles only.
Source: Samir Husni’s Guide to New Consumer Magazines, 2009.
www.magazine.org/handbook

Percent of Total Editorial Pages by Subject 12
Magazines Inform and Entertain
In 2008, the 160 magazines measured by Hall’s Magazine Reports showed that the top three subject categories
were Entertainment/Celebrity, Wearing Apparel/Accessories, and Travel/Transportation.
Number of Editorial Pages 2008
type of editorial pages percent type of editorial pages percent
Entertainment/Celebrity 28,496.0 15.8% General Interest 6,825.0 3.8%
Wearing Apparel/Accessories 21,835.6 12.1 Self-Help/Relationships 5,257.4 2.9
Travel/Transportation 15,178.4 8.4 Building 4,641.7 2.6
Home Furnishings/Management 14,998.0 8.3 Personal Finance 4,483.7 2.5
Food & Nutrition 12,943.4 7.2 Fitness/Beauty 3,726.0 2.1
Culture 11,279.1 6.3 Global/Foreign Affairs 2,408.9 1.3
Business & Industry 10,281.1 5.7 Gardening & Farming 2,380.3 1.3
Sports/Recreation/Hobby 8,367.6 4.6 Children 2,287.7 1.3
Health/Medical Science 7,934.3 4.4 Consumer Electronics 1,743.6 1.0
Beauty & Grooming 7,350.3 4.1 Fiction 618.0 0.3
National Affairs 7,030.7 3.9 Total Editorial 180,066.8 100.0%
Source: Hall’s Magazine Reports, 2009
www.magazine.org/handbook

Editorial/Advertising Ratios 13
Editorial and Advertising Contribute
to the Reader Experience
Editorial vs. Advertising Pages 1999 – 2008
year % editorial % advertising
1999 50.6 49.4
2000 49.7 50.3
2001 54.9 45.1
2002 53.4 46.6
editorial pages 53.8%
advertising pages 46.2% 2003 52.1 47.9
2004 51.9 48.1
Most magazines contain both editorial
2005 52.8 47.2
and advertising content. Over the past
2006 53.0 47.0
ten years, the ratio of editorial and
advertising content has remained 2007 52.9 47.1
relatively equal. 2008 53.8% 46.2%
Source: Hall’s Magazine Reports, 2009
www.magazine.org/handbook

Circulation Mix 14
Magazines Let Consumers Choose
Subscription/Single Copy Sales 1999 – 2008
year subscription single copy total
1999 310,074,081 62,041,749 372,115,830
2000 318,678,718 60,240,260 378,918,978
2001 305,259,583 56,096,430 361,356,013
2002 305,438,345 52,932,601 358,370,946
subscription 88%
single copy 12% 2003 301,800,237 50,800,854 352,601,091
2004 311,818,667 51,317,183 363,135,850
While some consumers prefer the
2005 313,992,423 48,289,137 362,281,559
convenience of home or work delivery,
others choose to buy copies of their 2006* 321,644,445 47,975,657 369,062,102
favorite magazines at supermarkets 2007* 322,359,612 47,433,976 369,793,587
and other retail outlets. In 2008, 88%
2008* 324,818,012 43,664,772 368,363,773
of total circulation was from magazine
*Paid and Verified -Effective 2006, ABC established verified subscription circulation as a category.
subscriptions, while single copy sales Source: Averages calculated by MPA from each year's ABC Publishers Statements,1999-2008.
accounted for the remaining 12%. Comics, annuals and international editions are not included.
www.magazine.org/handbook

Number of Magazine Titles by Circulation Size 15
Magazines Reach Mass and Niche Audiences
Magazines with circulation ranging from 750,000 to 4.9 million represent more than
half of total reported circulation.
Total Paid and Verified Circulation 2008
Magazines by Circulation Size Groups
MAGAZINES TOTAL CIRCULATION
circulation size # in Group % of total for group % of total circ.
Over 10,000,000 2 0.3% 44,495,582 13.2%
5,000,000 – 9,999,999 3 0.5 21,023,504 5.7
2,000,000 – 4,999,999 33 5.6 93,329,504 25.3
1,000,000 – 1,999,999 55 9.3 77,121,142 20.9
750,000 – 999,999 34 5.7 30,226,207 8.2
500,000 – 749,999 56 9.5 34,866,999 9.5
250,000 – 499,999 90 15.2 32,357,727 8.8
100,000 – 249,999 139 23.5 22,867,641 6.2
Under 100,000 180 30.4 8,075,849 2.2
Totals 592 100.0% 368,363,773 100.0%
Source: Averages calculated by MPA from Audit Bureau of Circulations Publishers Statements, 2008. Comics, annuals and international editions are not included.
www.magazine.org/handbook

Average Single Copy/Subscription Price 16
Consumers Invest in Their Magazines
Over the years, consumers have Cost of Magazines 1999 – 2008
average price average price 1-year
proven their commitment to year single copy basic subscription
magazines by spending their 1999 3.44 24.83
hard-earned money to purchase 2000 3.83 24.41
them on the newsstand and/or 2001 3.88 25.30
2002 4.11 25.70
by subscription.
2003 4.22 26.55
2004 4.40 25.93
2005 4.40 26.78
2006 4.46 27.30
2007 4.53 27.83
2008 4.70 28.01
Sources: Averages calculated by MPA from ABC Publishers Statements,
1999-2008
www.magazine.org/handbook

Circulation Revenue 17
Bulk of Paid Circulation Revenue
is Subscription Based
In 2008, subscriptions accounted for 68% of total paid circulation revenue,
while single copy sales accounted for the remaining 32%
Paid Circulation Revenue 2008
Subscriptions $ 6,703,555,697
Single Copy $ 3,116,510,643
Total $ 9,820,066,340
Source: Averages calculated by MPA from ABC Publishers Statements,
2008. Verified circulation is not included in revenue calculations.
subscription 68%
single copy 32%
www.magazine.org/handbook

Location of Single Copy Purchases 18
Consumers Rely on Multiple Outlets
to Buy Their Magazines
The top three newsstand outlets account for more than 60% of retail sales
Retail Sales by Channel 2008 by percent
Supermarkets 37%
Supercenters 15%
Drugstores 11%
Bookstores 9%
Discount Stores 8%
Terminals 5%
Convenience Stores 5%
Newsstand 2%
Club-Bargain 3%
Others 6%
Source: Harrington Associates, 2009
www.magazine.org/handbook

Magazines at Retail 19
Magazines Make the Cash Register Ring
Magazines (in dollars) Magazines (by percent)
.58 80%
Snacks Candy, Gum, Mints
.34 73
Gum Snacks
.27 56
Candy Beverages
.12 50
Carbonated Beverages Gift Cards
.08 34
Source: Willard Bishop Grocery Super Study, 2007 Base: U.S. Adults 18+
Source: WSL Strategic Retail, Magazine Purchaser Survey, 2007
www.magazine.org/handbook

Magazine Revenue Mix 20
Advertising and Circulation Revenue
Contribute to a Magazine’s Bottom Line
Magazine Revenue 2006 2007
Advertising
57%
59%
Subscriptions
31%
28%
Single Copy
12%
13%
Source: PriceWaterhouseCoopers Financial Survey, conducted for MPA, 2008, 2007
www.magazine.org/handbook

Public Place Readership 21
Public Place Copies Have Great Appeal
Public Place Copies Build Audience
• 80% of all adults have read magazines in a public place at some time in the past month
• Public place magazines generate an average of 19 readers per copy per month
Public place readers have positive Public Place Readers Are Engaged Readers
attitudes about the experience public place total mag
readers readers
• 87% pay the same or more attention
to magazines read in a public place Time spent reading magazines per month (hours) 6.4 5.9
compared to non-public place reading Number of individual titles read 5.1 4.6
• 68% look for their favorite magazines
Number of magazines purchased per month 2.3 2.3
when visiting public places
Source: McPheters & Co. AudienceLab, 2008
• 52% use the opportunity to try
magazines they don't ordinarily read
www.magazine.org/handbook

Magazine Ad Pages and Revenue Trend 22
Magazine Advertising Rate Card Revenue
Exceeds $23 Billion
Ad pages and revenue are updated Magazines Ad Pages and Rate Card Revenue 1999 – 2008
quarterly on the MPA website at year pages rate card revenue
www.magazine.org/pib. Revenue 1999 255,383 $ 15,508,357,011
is reported at one-time open rate
2000 286,932 17,665,305,333
card rates.
2001 237,612 16,213,541,737
2002 225,619 17,254,061,740
2003 225,831 19,216,085,358
2004 234,428 21,313,206,734
2005 243,305 23,068,182,388
2006 244,907 23,996,768,141
2007 244,737 25,501,793,278
2008 220,813 $ 23,652,018,530
Note: Sunday supplements excluded.
Source: PIB (data as of January 2009)
www.magazine.org/handbook

Third
Forth 28%
Magazine Spending by Quarter 23
Magazine Advertising Rate Card Revenue is
Highest in the Second and Fourth Quarters
Percent of Total by Quarter Magazine Rate Card Revenue 2008
billions
First Quarter $ 5.3
4th 1st
Second Quarter 6.3
Third Quarter 5.5
3rd 2nd
Fourth Quarter 6.6
Total $ 23.7
first quarter 22% Note: Sunday supplements excluded.
second quarter 27% Source: PIB (data as of January 2009)
third quarter 23%
forth quarter 28%
www.magazine.org/handbook

Advertising Share of Market: All Media 24
Magazines’Share of Media Spending Stays Strong
Only three media showed increases of one point or more for 2008 vs. 2004:
consumer magazines, cable TV and internet
Share of Advertising Dollars by Medium
2004 2005 2006 2007 2008
Consumer Magazines 15.1% 15.8% 15.8% 16.7% 16.3%
Sunday Magazines 1.1 1.2 1.3 1.3 1.3
Local Magazines 0.3 0.3 0.3 0.3 0.3
Hispanic Magazines 0.1 0.1 0.1 0.1 0.1
B-to-B Magazines 3.7 3.4 3.0 2.7 2.7
Network TV 16.5 16.1 15.9 15.5 16.3
Cable TV 10.4 11.2 11.5 12.5 13.6
Spot TV 13.2 11.7 12.5 11.3 11.7
Syndicated TV 2.8 2.9 2.8 2.7 3.1
Spanish Language TV 1.9 2.1 2.2 2.3 2.5
National Newspapers 2.3 2.3 2.3 2.2 2.0
Local Newspapers 17.4 17.1 15.9 14.9 13.8
Hispanic Newspapers 0.2 0.2 0.2 0.2 0.2
Network Radio 0.7 0.7 0.7 0.7 0.7
National Spot Radio 1.8 1.8 1.8 1.6 1.5
Local Radio 5.2 5.1 4.9 4.7 4.4
Internet 5.1 5.7 6.4 7.7 6.9
Outdoor 2.3 2.4 2.5 2.6 2.7
Total 100.0 100.0 100.0 100.0 100.0
Source: TNS Media Intelligence (data as of March 2009)
www.magazine.org/handbook

Magazine Advertising Categories 25
TheTop12 Advertising Categories
Account for 87% of All Spending
In 2008, Toiletries & Cosmetics was the Magazine Advertising Rate Card Reported Revenue
largest magazine advertising category, Top Categories 2007/2008
followed by Drugs & Remedies, and category 2007 2008
Food & Food Products, according to the Toiletries and Cosmetics $ 2,575,541,213 $ 2,476,298,686
Publishers Information Bureau (PIB). Drugs and Remedies 2,599,844,272 2,223,066,800
Food and Food Products 2,124,215,174 2,099,542,708
Magazine rate card reported revenue
Apparel and Accessories 2,175,732,680 2,035,274,756
by class is made available quarterly at
www.magazine.org/pib. Retail 1,897,826,789 1,881,949,565
Media and Advertising 1,781,356,052 1,743,892,205
Direct Response Companies 1,824,735,774 1,670,112,388
Automotive 2,015,547,632 1,602,279,970
Home Furnishings and Supplies 1,564,281,317 1,384,338,034
Financial, Insurance and Real Estate 1,383,329,587 1,231,277,017
Public Transportation, Hotels and Resorts 1,170,687,367 1,152,174,703
Technology 1,079,264,176 974,403,735
Top Categories Total $ 22,192,362,033 $ 20,474,610,567
Note: Sunday supplements excluded.
Source: PIB (data as of January 2009)
www.magazine.org/handbook

Top 50 Magazine Advertisers 26
Leading Marketers Depend on Magazines
Top 50 Marketers’ Spending Equals 33% of Overall Magazine Revenue
1 Procter & Gamble Co $ 899,693,375 26 GE General Electric Co $ 113,279,308
2 General Motors Corp 432,953,105 27 Nestlé SA 111,210,484
3 Kraft Foods Inc 389,597,247 28 Estée Lauder Cos Inc 108,931,283
4 Johnson & Johnson 364,117,555 29 Hearst Corp 106,389,891
5 L’Oréal SA 312,704,476 30 Target Corp 104,004,022
6 Unilever 199,530,830 31 Merck & Co Inc 103,897,553
7 Time Warner Inc 195,088,460 32 Astrazeneca PLC 103,297,354
8 GlaxoSmithKline PLC 187,975,032 33 Bayer AG Group 101,993,804
9 LVMH Möet Hennessy Louis Vuitton SA 184,548,006 34 Sony Corp 99,510,541
10 Pfizer Inc 172,862,312 35 Verizon Communications Inc 97,033,997
11 Campbell Soup Co 172,368,799 36 CitiGroup 93,573,650
12 Walt Disney Co 171,013,429 37 Bose Corp 88,495,725
13 Advance Publications Inc 165,923,523 38 Bristol-Myers Squibb Co 84,945,883
14 Joh A Benckiser GMBH 163,652,993 39 Iovate Health Sciences Inc 84,599,147
15 PepsiCo Inc 162,702,663 40 Women’s Marketing Inc 84,440,921
16 Clorox Co 145,582,421 41 Synergistics Marketing Inc 83,563,067
17 Nissan Motor Co LTD 141,503,333 42 Cerberus Capital Mgt LP 80,447,184
18 Toyota Motor Corp 139,185,348 43 GAP Inc 77,022,474
19 Honda Motor Co LTD 137,838,336 44 Church & Dwight Co Inc 76,854,990
20 Wal-Mart Stores Inc 134,363,337 45 Sanofi-Aventis 75,289,904
21 Mars Inc 132,383,906 46 Bradford Exchange LTD 74,353,465
22 US Government 128,933,377 47 Coca-Cola Co 73,022,332
23 Berkshire Hathaway Inc 118,467,058 48 Dillards Inc 71,813,286
24 Kellogg Co 117,455,436 49 Media Networks Inc 71,559,003
25 Ford Motor Co 117,106,223 50 Abbott Lab 71,279,716
Note: Sunday supplements excluded. Total Top 50 Rate Card Reported Spending $ 7,728,359,564
Source: PIB (data as of January 2009)
www.magazine.org/handbook

Readership by Advertising Unit Type 27
Recall of Magazine Advertising by
Type of Unit, Color and Position
A compilation of studies done by Affinity Impact of Magazine Ads (average)
Research shows that creative execution type of magazine advertisement recall index
affects recall, as seen in the data for unit UNIT * Full page 100
size and paper stock. Inside front cover 109
Inside back cover 106
Comparable recall rates among readers Back cover 116
for ads in both the first half and second
Multiple-page units 115
half of magazine issues demonstrate that
Two-page spread 109
a reader’s interest in the magazine is
Less-than-full-page 84
sustained throughout the entire issue.
COLOR Black and white 100
Spot color(s) 96
*4-Color 108
POSITION Second half of issue 100
First half of issue 102
PAPER STOCK Regular Paper 100
**Heavy Paper 118
0> 100 >
*Four color, (including 5th color or metallics)
** “Heavy” defined as any paper weight heavier than run-of-book stock
Source: Affinity Research VISTA Print Rating Service, 2009
www.magazine.org/handbook

Readership by Advertising Unit Size 28
Unit Size Affects Ad Impact
MRI Starch finds that unit size has an Readership of Multiple-Page Ads – Averages Indexed vs 4-Color Spread Ads
impact on advertising results. MRI Starch’s noted associated read some read most
data show that, as ad size increased, so Spread 100 100 100 100
did readership. “Noted” and “read some”
2-page insert* 105 106 108 107
scores generally show greater increases
than “read most” scores as the number of 3-page run-of-book 116 115 124 93
ad pages increased. This indicates that, 3-page insert 120 121 137 121
though readers may elect not to read a
3-page gatefold 124 125 139 143
longer advertisement in its entirety, it still
has positive impact. 4-page run-of-book 124 123 139 121
4-page insert 118 115 134 121
4-page gatefold 124 127 137 136
6-page run-of-book 136 146 155 129
8-page run-of-book 151 125 197 121
8-page insert 127 127 147 136
* Differs from a spread in that an insert is on a single page but comprises both sides of the same page.
Note: Read Most scores are based on ads with 50+ words only.
Source: MRI Starch In-Person Studies (January 2004 – December 2007)
www.magazine.org/handbook

In an Age of Interruption, Magazines Engage 29
Magazines Are #1 Medium of Engagement —
Across All Dimensions Measured
New data from Simmons’ Multi-Media Comparing Media Channels magazines
Average engagement dimension scores television
Engagement Study find magazines internet
( 100 = least engaged / 500 = most engaged )
continue to score significantly higher
Ad Receptivity
than TV or the Internet in ad 286
receptivity and all of the other 212
234
engagement dimensions, including Trustworthy
“trustworthy” and “inspirational.” 337
279
318
Life-Enhancing
304
217
279
Social Interaction
315
285
288
Personal Timeout
312
311
260
Inspirational
284
250
232
100 150 200 250 300 350
www.magazine.org/handbook Source: Simmons Multi-Media Engagement Study, 2008 Full-Year Study

In an Age of Interruption, Magazines Engage 30
Consumers Pay Attention to Magazines
BIGresearch found that magazine Consumers Pay Attention to Magazines by percent
Percent of consumers who regularly engage in non-media activities while
readers are least likely of all media using media. Lower percentage = better performance.
users to engage in other (non-media)
listen to radio 27%
activities while reading.
go online 25%
In addition, their data show that when watch tv 20%
consumers read magazines, they are read newspapers 10%
much less likely to engage in other read magazines 9%
media. Only 9% of magazine readers will Source: BIGresearch Simultaneous Media Usage Study, 2008
simultaneously go online, only 14% will
listen to the radio, and only one in four Consumers Pay Attention to Magazines by percent
(23%) will watch TV. Lower percentage = better performance.
regularly engage in other read watch listen to read go
medium when you... magazines watch tv radio newspapers online
See page 80 for research that links reader
read magazines n/a 23% 14% n/a 9%
engagement to increased ad recall and
action taking. read newspaper n/a 28 16 n/a 11
go online 8 41 25 13 n/a
listen to radio 10 11 n/a 15 21
watch tv 12 n/a 6 14 30
Source: BIGresearch Simultaneous Media Usage Study, 2008
www.magazine.org/handbook

In an Age of Interruption, Magazines Engage 31
Consumers Enjoy Magazine Advertising
More Than Advertising in Other Media
Yankelovich reports that magazines Top 5 Ranking (of 16 Media) on Key
rank #1 out of 16 media for consumers Ad Performance Areas:
having a positive impression of Advertising made a positive 1
Ads (in this medium) made magazines
impression
advertising. This may be because a positive impression: 2 in-store
Magazines 3 tv 68%
magazines are second only to video 4 newspapers
TV 58%
games for consumers enjoying the 5 radio
content at the time they saw the ad. Radio 55%
Enjoying content (in this medium) 1 video games
Magazines also rank very highly for at the time I saw the ad:
Email 2 magazines
34%
3 radio
the relevance of information in the Internet Banner 4 30%
tv
medium and consumers’ overall 5 newspapers
Social Networking Site 28%
opinion of the medium (see page 34). Source: The Futures Company Yankelovich MONITOR/Sequent Partners, 2008
Source: Yankelovich Monitor/Sequent Partners, 2008
Similarly, magazine readers have a Very/somewhat positive attitude toward advertising
positive attitude to the advertising in the magazines 54%
medium, according to research from
tv 52%
Dynamic Logic.
radio 44%
internet 24%
Source: Dynamic Logic AdReaction 4, 2007
www.magazine.org/handbook

In an Age of Interruption, Magazines Engage 32
Consumers Like and Pay Attention
to Magazine Ads
When consumers were asked to rate Attention to Advertising
media based on how likely they are to 35%
magazines Age 18–64
pay attention to the advertising messages
Age 18–24 40%
within their respective environments,
magazines were number one for total
television 27%
adults (age 18-64) and a close number two
34%
among adults 18-24. Younger adults (age
18-24) proved to be more attentive than
radio 34%
adults (age 18-64) to ads in all media.
41%
People are more likely to agree that the
advertising in magazines enhances their internet 30%
overall media experience, more so than 36%
advertising on TV or on the Internet. Note: Adults who use medium and say they are likely to pay attention to advertising.
Source: JackMyers Emotional Connections Survey, 2007
Ads Enhance Overall Enjoyment of
magazines 22%
tv 12%
online 7%
Source: Time, Inc., Magazine Experience Study, 2007
www.magazine.org/handbook

In an Age of Interruption, Magazines Engage 33
Consumers Feel Positive About
Magazine Advertising
Consumers—including younger consumers Consumer Experiences with Advertising by percent
—consider magazine advertising useful
Positive Drivers age magazines tv radio newspapers internet
and valuable.
Ads provide useful 18+ 48% 55% 38% 50% 36%
information about 18–24 42 52 37 42 34
Consumers more strongly attributed new products/services
negative attributes to advertising in
Ads provide information 18+ 39 40 30 40 26
broadcast media and the Internet:
about product use 18–24 37 38 30 35 31
• Print advertising, including magazines, of other consumers
intruded the least and was considered
the most trustworthy Negative Drivers
• Consumers viewed advertising on TV,
Ads have no credibility 18+ 17 33 24 16 31
radio and the Internet as repetitive 18–24 24 33 30 21 36
and inconvenient
Ads appear at 18+ 19 54 38 16 47
• TV, radio and Internet advertising did
inconvenient moments 18–24 25 49 19 20 49
not stand out—30% or more of all
All ads are alike 18+ 23 32 30 21 30
consumers believed that “all ads in this
18–24 28 36 38 28 38
medium are alike”
Ads are repeated 18+ 27 64 47 21 43
too often 18–24 30 57 50 26 45
Source: MRI, Fall 2008
www.magazine.org/handbook

In an Age of Interruption, Magazines Engage 34
Magazines Provide a Positive and Relevant
Advertising Experience
Opinions of General Ad Formats Relevance of Ads in Various Media
56% Newspaper Ads 62%
53 Magazine Ads 57
50 TV Ads 58
48 Billboard/Outdoor Ads 50
43 Radio Ads 47
39 Cinema Ads 39
33 Opt-in Email Ads 35
30 Direct Mail 38
27 Product Placement 26
26 Online Search Ads 30
24 Online Ads 26
11 Ads on Mobile Devices 11
7 Non-Opt-In Email Ads 8
0 20 40 60 80 100 0 20 40 60 80 100
Very/Somewhat Positive Neutral Very/Somewhat Negative Very/Somewhat Relevant or Useful Neutral
Not Very/Not at All Relevant or Useful
Source: Dynamic Logic AdReaction Study, 2007
www.magazine.org/handbook

In an Age of Interruption, Magazines Engage 35
Consumers Trust Magazine Advertising
the Most
Magazine advertising is more trusted than advertising in other media, regardless of age
Percent of Adults Age 18 – 54 Who Trust Advertising in Medium
magazines 48%
television 40%
internet 40%
Source: Time Inc. “Storytelling in a Multiplatform World,” 2008
Percent of Millennials* Who Trust Advertising in Medium
magazines 20%
television 13%
radio 11%
internet 6%
*Consumers born between 1977 and 1996
Source: MORI Research, 2006
www.magazine.org/handbook

Accountability: Magazines Get Results 36
Magazine Advertising and Editorial
Get Readers to Act
More than half (56%) of readers Actions Readers Took or Plan to Take as a Result
took action on magazine ads or had of Exposure to Specific Magazine Ads
a more favorable opinion about the Consider purchasing the advertised product or service 21%
advertiser because of magazine Have a more favorable opinion about the advertiser 12
advertising, according to the latest Gather more information about advertised product or service 12
research from Affinity’s VISTA Print
Visit the advertiser’s website 11
Effectiveness Rating Service.
Visit a store, dealer or other location 9
An analysis of Affinity data over the past Purchase the advertised product or service 8
four years shows magazine advertising Save the ad for future reference 7
recall and action-taking have increased Recommend the product or service to a friend, colleague or family member 5
during this time (see page 37). Took any action (net) 56
Similarly, more than two out of three Actions Taken as a Result of Reading
(68%) readers took action based on Specific Features/Articles
editorial content. The research shows Saved article for future reference 29%
that magazine engagement goes far Passed article along to someone 24
beyond just “feeling”— it prompts
Gathered more information about the topic 15
consumers to act.
Visited a related website 12
Took any action (net) 68
Source: Affinity’s VISTA Print Effectiveness Rating Service, 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 37
Magazine Ad Effectiveness Continues to Grow
Magazine ad effectiveness hit Magazine Advertising Recall
2005 53% 100
an all-time high in 2008.
2006 53% 100
Two measures of ad effectiveness for
2007 55% 104
magazines—ad recall and actions taken
as a result of seeing an ad—both 2008 56% 106
continue to grow, according to Affinity’s
VISTA Print Effectiveness Rating Service. Magazine Advertising Actions Taken
2005 51% 100
• Ad recall has increased by 6% over 2006 51% 100
the past four years 2007 54% 106
• Action-taking (based on readers
2008 56% 110
recalling specific ads) increased
Note: Actions taken based on readers recalling specific ads.
by 10% Source: Affinity’s VISTA Print Effectiveness Rating Service, 2005 – 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 38
Readers Value and Respond to Magazines
Regardless of How They Acquire the Magazine
Actions Taken or Plan to Take in Response to Magazine Advertising by percent
paid nonpaid pass-along total readers
Consider purchasing the advertised product or service 21% 19% 20% 21%
Have a more favorable opinion about the advertiser 12 11 11 12
Gather more information about product or service 12 12 12 12
Visit the advertiser’s website 12 10 11 11
Visit a store, dealer or other location 9 8 8 9
Purchase the advertised product or service 9 7 8 8
Save the ad for future reference 7 6 7 7
Recommend the product or service 5 5 6 5
Took any action (net) 57 55 56 56
Base: Actions taken based on respondents recalling specific ads
Source: Affinity's VISTA Print Effectiveness Rating Service, 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 39
Magazines Deliver More Ad Impressions
Than TV or Web in Half-Hour Period
New research from McPheters & Company Magazines Deliver More Ad Impressions than TV
shows that for each half-hour spent with or the Internet in a Half-hour Period
the medium: no. of ads no. of ads
exposed absorbed
• Magazine readers are exposed to twice
Magazines (full-page, 4C) 65.1 24.4
as many ads as internet users and four
times as many as primetime TV viewers TV (30-second primetime) 16.2 11.7
• As a result, magazines effectively Internet (standard banner) 27.8 3.8
deliver more than twice the number Source: McPheters & Company, 2009 for Condé Nast Publications & CBS-TV
of advertising impressions as TV and
six times the number of ad impressions
as the internet
This study demonstrates that time spent
with a medium is not a good predictor of
advertising effectiveness.
www.magazine.org/handbook

Accountability: Magazines Get Results 40
Magazines Lead in Ad Influence Relative
to Time Spent
Magazines outperform other Time-Ad Impact Ratio
The ad influence of a medium relative to time spent with that medium
media when looking at the magazines 5.5
“Time-Ad Impact Ratio.” newspapers 4.9
A new analysis of time spent with media internet 2.5
focuses on the influence of advertising in television 2.3
a medium relative to the more common radio 1.1
metric of time spent. This analysis, Time-Ad Impact = Media Influence/Share of Total Time Spent
dubbed the “Time-Ad Impact Ratio,” is Sources: MRI MediaDay, 2008. Deloitte “State of the Media Democracy” Study, 2008
made up of two components:
• Share of time consumers spend with
each medium in an average day, and By dividing a medium’s influence by the share of total time spent
• The percentage of U.S. consumers who with that medium, a Time-Ad Impact Ratio can be calculated.
said advertising in a medium has the Results show advertisers that magazines’ ratio is more than two
most influence on their buying time higher than that of TV or the internet and more than five
decisions times higher than that of radio.
www.magazine.org/handbook

Accountability: Magazines Get Results 41
Magazines Boost the Power of Other Media
Dynamic Logic’s analysis revealed that magazines play a leading role in boosting overall advertising effectiveness.
The combination of TV and magazines provided significantly more lift (versus TV alone) than did TV plus online.
Cumulative Effects of Different Media Combinations
Pre/Post Point Change (Index versus TV alone; TV alone = 100)
Aided Brand Awareness
100 149 175 224
tv only tv + online tv + tv + mags tv only
mags + online tv + online
tv + magazines
Advertising Awareness tv + magazines + online
100 145 218 230
Brand Favorability
100 155 352 407
Purchase Intent
100 122 252 274
Note: Results reflect the impact of different media combinations expressed as an index with TV as the base medium.
Results are an aggregate of 32 studies.
Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007
www.magazine.org/handbook

Accountability: Magazines Get Results 42
Magazines Excel at Driving Results Through the
Purchase Funnel, Especially at Key Lower Stages
In an analysis of 32 client-commissioned studies, media research firm Dynamic Logic found that magazines, in a
media mix that included online and TV, contributed:
• 45% of overall effects, indexing 118 compared to TV and 265 compared to online
• 62% of the total increase in brand favorability (7.3% of a total 11.8% shift)
• 56% of the total increase in purchase intent (7.0% of a total 12.6% shift), nearly three times stronger than TV’s
influence and seven times stronger than online’s influence
Incremental Effect Across Incremental Effect of Medium on Brand Metrics: Overall Studies
Purchase Funnel Overall Average Percentage Point Increase Over Unexpected (Control) Baseline
aided brand awareness tv
online
7.6 3.7 5.7 17.0
magazines
ad awareness
9.8 4.4 8.3 22.5
message association
3.9 1.7 3.4 9.0
magazines 45% brand favorability
television 38% 7.3 11.8
2.9 1.6
online 17%
Base: 32 Studies purchase consideration
Source: Dynamic Logic/Millward Brown
CrossMedia Research Studies, 2004 – 2007 4.6 1.0 7.0 12.6
Base: 32 Studies
www.magazine.org/handbook Source: Dynamic Logic/Millward Brown CrossMedia Research Studies, 2004 – 2007

Accountability: Magazines Get Results 43
Magazines Improve Marketing and
Advertising ROI
For many of the accountability studies it conducted, Marketing Evolution made recommendations to marketers
to reallocate their media mix. They advised that:
• Share of spending for magazines should increase as much as 30 points in 11 of the 16 studies (69%)
• Share of spending for online should increase as much as 10 points in 7 of the 16 studies (44%)
• Share of spending for TV should increase as much as 10 points in 3 of the 16 studies (19%)
When marketers implemented Recommendation for Reallocation of Media Spending
Percentage of studies where spending should increase for medium
the recommended reallocation magazine
69%
of media, their average return on
online
investment (ROI) increased 23% 44%
at comparable budget levels. tv
19%
Source: Marketing Evolution, 2006
www.magazine.org/handbook

Accountability: Magazines Get Results 44
Magazines Most Consistently Produce a Low
Cost per Impact Throughout the Purchase Funnel
When analyzing ROI across 38 cross- Aggregate Trends Across the Purchase Funnel
media accountability studies, Marketing Cost Per Impact (CPI) television
Evolution found: Brand Awareness magazines
$0.98 online
• TV leads in cost efficiency for brand
$1.08
awareness with magazines a close second $1.97
• Magazines generated a superior cost- Brand Familiarity
per-impact for brand familiarity with $2.61
$1.40
TV and online performing at almost
$2.58
double magazines’ CPI
Purchase Intent
• For purchase intent magazines $1.77
yielded a far more efficient cost per $1.23
impact than TV or online $2.61
Aggregate of 38 studies.
Source: Marketing Evolution, 2008
Magazines outperformed TV and online
when looking at the # 1 ranking as well Overall Media Performance Across Categories for CPI
as the combined ranking for # 1 and 2 Based on number of times each medium ranked # 1, 2 or 3
throughout the purchase funnel
across the individual categories studied—
media rank #1 #2 #3
auto (page 48), electronics (page 52),
TV 5 6 3
entertainment (page 53), and pharma-
ceuticals (page 66). Magazines 8 5 2
Online 2 4 6
Base: Automotive, Electronics, Entertainment and Pharmaceutical categories.
Source: Marketing Evolution, 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 45
Magazines Influence Purchase Behavior
Across Categories
When looking at a variety of product Top Media That Influence Purchase by Age and Category
categories, BIGresearch found that total adults age 18–24 age 25 – 34
magazines are one of the top four Apparel/ magazines 25% magazines 35% Magazines 29%
out of 17 possible media choices Clothing newspaper 23 email 25 broadcast tv 24
broadcast tv 21 broadcast tv 25 Email 23
influencing the purchases of U.S. email 19 Internet 23 Internet 19
adult consumers. The categories
include apparel, home improvement, Home broadcast tv 20% broadcast tv 20% broadcast tv 20%
Improvement magazines 19 magazines 17 magazines 17
car/truck, medicines and electronics.
newspaper 19 cable tv 16 cable tv 15
cable tv 14 newspaper 14 newspaper 13
The finding holds for the 18-to-24
and 25-to-34 year-old segments even Car/Truck broadcast tv 20% broadcast tv 19% broadcast tv 21%
though such youth-centric media as newspaper 19 newspaper 19 newspaper 17
magazines 15 magazines 17 magazines 15
text messaging, video on cell phones, radio 13 cable tv 17 radio 15
instant messaging and online video
game advertising were included among Medicines broadcast tv 14% broadcast tv 14% broadcast tv 14%
magazines 9 Cable TV 12 cable tv 10
the 17 media studied.
cable tv 9 magazines 10 magazines 9
newspaper 9 newspaper 8 newspaper 7
Electronics broadcast tv 27% broadcast tv 32% broadcast tv 29%
magazines 23 internet 33 internet 25
newspaper 22 radio 32 email 24
internet 22 magazines 30 magazines 23
www.magazine.org/handbook Source: BIGresearch, Simultaneous Media Usage Survey (SIMM13), December 2008

Accountability: Magazines Get Results 46
Magazine Readers Are Super Influential
Consumers Across Categories
Across 60 product categories, magazines Number of times medium ranks
and the internet most often rank #1 #1 or #2 among Super Influential
or #2 (out of six media) in delivering Consumers across 60 product
categories
the highest concentration of Super
Magazines 51
Influential Consumers.
Internet 54
“Super Influentials” are defined by MRI Outdoor 19
as the people who have great experience Newspapers 4
in this product area and whose advice on
Radio 1
this category is trusted by friends and
Television 0
family members.
Top Quintile of Usage for Each Medium
Source: MRI, Fall 2008
The next 24 pages will delve deeper into individual product categories
to show how magazines are both effective and efficient in driving ad results.
Product category information is updated throughout the year and available at
www.magazine.org/advertising.
www.magazine.org/handbook

Accountability: Magazines Get Results 47
Magazines Play a Major Role in Auto Purchase
The Time Inc. /CNW Purchase Process Study shows that there is a handoff of information sources as automotive
purchase intenders move from stage to stage. Magazine ads form an integral part of influencing the buyer’s
auto consideration set by playing a key role in both the upper and middle funnel stages.
Primary Source of Information — Top 5 of 25 Sources
Upper Funnel Middle Funnel Lower Funnel
6 – 5 months prior to purchase 4 – 2 months prior to purchase 4 – 2 weeks prior to purchase
Television Ads 15.1% Third Party Sites* 11.9% Local Newspaper Ads 13.4%
Magazine Ads 10.3 Television Ads 11.4 Consumer Reports 10.3
Friends / Relatives 10.3 Magazine Ads 11.0 Friends / Relatives 10.1
Manufacturer Websites 9.7 Consumer Reports 10.1 Dealer Websites 8.6
Consumer Reports 7.3 Manufacturer Websites 7.4 Manufacturer Websites 8.1
*Third Party Sites: i.e. Edmunds, Kelley, AOL Auto, etc. Reports include both print and digital versions.
Consumer Magazines, Local Newspapers and Consumer
Source: Time Inc. / CNW Marketing Purchase Process Study, 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 48
Magazines Are More Efficient Than Other Media
at Critical Lower Stages of the Auto Purchase Funnel
Across six studies encompassing Cost Per Impact (CPI) by Medium by index television
TV = 100. Lower Index = Better Performance. magazines
domestic and imported cars and trucks, online
including new launches and repositioning Brand Familiarity
$7.20 100
of existing brands, analysis by Marketing
Evolution showed: $2.45 34
• Magazines had a superior cost per $3.92 54
impact (CPI) for brand familiarity—
two-thirds that of TV and nearly 40% Purchase Intent
less than online $7.60 100
• Magazines also had the lowest CPI $1.84 24
for purchase intent—three-quarters $2.65 35
that of TV and about one-third the
Aggregate of 6 studies.
CPI of online Source: Marketing Evolution, 2008
To see how magazines produced the
lowest cost per impact throughout the
purchase funnel across 38 cross-media
accountability studies, see page 44.
www.magazine.org/handbook

Accountability: Magazines Get Results 49
Magazines Deliver ROI Across the
Automotive Purchase Funnel
Dynamic Logic examined the efficiency Calculated Cost-per-Person (CPP) by Metric
of each medium and combination of and Exposure Cell
Lower Index = Greater Efficiency
media for each stage of the purchase tv + tv + mags + tv + mags
tv mags web mags web web + web
funnel for a Jeep product launch
Unaided Brand
campaign. Their findings included:
Awareness 133 — 190 177 420 100 157
• Magazines in isolation or magazines
Aided Brand
plus online were the most efficient
Awareness 236 100 131 314 282 133 207
of the various media and media
Aided Ad
combinations
Awareness 434 100 167 380 1666 147 212
• Except for unaided brand awareness,
Message
TV in isolation or in combination with
Association 186 113 115 239 644 100 322
other media was the least efficient
Brand
medium for this campaign
Favorability 594 112 — 330 2496 100 317
Purchase
Consideration — — — 1887 — 100 960
Notes: Index of 100 represents the most efficient medium or media combination and all other costs
were indexed against the most efficient cost. A dash means that the metric did not increase or the
increase was under one percentage point.
Source: Dynamic Logic, 2007
www.magazine.org/handbook

Accountability: Magazines Get Results 50
Magazines Contribute Significantly at
Communicating the Benefits for Automotive Brands
PointLogic’s independent automotive Purchase Stimulators for Automotive Brands
advertising research confirms that Percent of consumers who indicated these information sources
“perform well” for practical/emotional purchase indicators
magazines contribute significantly at
practical emotional
communicating both emotional and
Television 33% 23%
practical purchase stimulators at all
stages of the auto purchase funnel. Magazines 30 20
Newspaper 28 12
Emotional purchase stimulators include
Radio 17 10
such factors as quality, level of trust,“fits
my personality,” and appearance/style. Loose Inserts or Flyers 15 8
Practical purchase stimulators include Movie Theatre Advertising 11 9
basic price, special offers and promotions,
Internet Advertising 11 7
and equipment/features.
Sponsorship Events 6 7
Outdoor 6 6
Public Transportation 5 6
Source: PointLogic M3 Automotive Survey, 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 51
Magazines Exert Sizable Influence
on Auto Purchasers
If you look at which media customers say 4.25 x 1” per group box
Automotive Ad Spending vs. Influence to Purchase by percent
influence them to purchase a car and General Motors Ford Toyota
Magazine Spend 12 % 13 % 13 %
then compare that to the allocation of
Magazine Influence 17 17 19
advertising dollars, you will see auto makers
TV Spend 40 41 40
are under-spending on magazines and the TV Influence 18 18 17
web, while over-allocating dollars to TV. Internet Spend 4 4 3
Magazines command about 17% of the Internet Influence 9 8 9
influence to purchase a car, but garner Source: BIGresearch, 2008 and analysis of AdAge Domestic Car Spending by Category, 2006
only about 12-13% of the ad budget.
Super Influential Consumers for Auto Purchases Are
Heavy Users of Magazines and the Web
Above average users of magazines and Automobiles
the internet are more likely to be Super 136 magazines
113 newspapers
Influential Consumers for automotive 110 radio
71 tv
purchases of friends and family, 163 internet
including cars, trucks/vans/SUVs, and Other Vehicles
133
aftermarket products. 102
129
88
145
For information on influencing the
Automotive Products
purchase of environmentally-friendly 131
106
vehicles see page 58. 122
79
146
Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
www.magazine.org/handbook and whose advice on this topic is trusted by friends and family members.

Accountability: Magazines Get Results 52
Electronics: Magazines Generate Results
4.25 x 1” per group box
and Influence
In eight cross-media accountability Heavy users of magazines and the internet are more likely to be Super
studies for electronics items ranging Influential Consumers for electronics purchases from computers to
from cell phones to electric toothbrushes, mobile cell phones.
Marketing Evolution found that
magazines work with TV to improve Super Influential Consumers for Electronics Purchases
results efficiently at all stages Are Heavy Users of Magazines and the Web
Home Electronics
of the purchase funnel with their most 155 magazines
magazines
112 newspapers
significant role at the bottom of the
newspapers 116 radio
radio 64 tv
electronics purchase funnel.
television 177 internet
internet
Computers
Electronics Cost Per Impact 138
for Purchase Intent cpi /index 105
105
TV = 100. Lower Index = Better Performance. 59
191
Online $ 3.80 494 Mobile Cell Phones
158
Television $ 0.77 100 95
132
Magazines $ 0.88 114 72
179
Source: Marketing Evolution, 2008 Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
For more about how magazines
produce the lowest CPI throughout
the purchase funnel, see page 44.
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 53
Entertainment: Magazines Play a
Leading Role in Producing Results
Heavy users of magazines and the web Super Influential Consumers for Entertainment Purchases
are more likely to be Super Influential Are Heavy Users of Magazines and the Web
Consumers for the entertainment Movies
150 magazines
purchases of friends and family members. 96 newspapers
122 radio
87 tv
157 internet
Magazines have a significantly lower
TV Shows
cost per impact (CPI) for purchase 146
111
intent of entertainment products (DVD 124
120
releases, TV show promotions, and 163
theatrical releases) than TV or online. Music
143
98
Entertainment Cost Per Impact 132
76
for Purchase Intent cpi /index 160
TV = 100. Lower Index = Better Performance.
Other Entertainment
148
Online $ 2.23 114 93
112
Television $ 1.95 100 105
174
Magazines $ 1.27 65 Video Games
147
Aggregate of 20 studies. 80
Source: Marketing Evolution, 2008 128
68
172
Magazines produced the lowest CPI Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
across the purchase funnel, see page 44. and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

Accountability: Magazines Get Results 54
Consumers of Entertainment Products
Choose Magazines
Percent Using Each Medium Once Among those who use each medium once a week or more for
a Week or More Often for entertainment/celebrity information, more than half (55%) use
Entertainment/Celebrity Information
magazines compared to 37% who use the internet.
magazines 55%
internet 37% Magazines readers provide a key target for entertainment advertisers.
Source: MediaVest Print/Digital Study, 2008 Consumers of a variety of entertainment products tend to be
above average magazine readers and below-average TV viewers.
These consumers also tend to be heavy users of the Internet.
Top Media Quintiles for Entertainment Products by index
magazines newspapers radio tv internet
Attended movies 2-3 times per month in last 90 days 129 97 98 93 126
Category influential consumers: movies 136 95 112 89 138
Prefer to see a new movie on opening weekend 131 100 100 91 130
Purchased 3+ video games in past 12 months 130 96 106 74 141
Likely to buy portable DVD player in next 12 months 121 91 114 108 108
Bought a home theatre/entertainment system in last 12 months 136 98 105 82 133
Bought 10+ pre-recorded CD’s /audio tapes in last 12 months 134 116 117 96 113
Base: U.S. Adults 18+
Source: MRI, Fall 2008
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 55
Fashion/Beauty: Magazines Make
Ad Results More Attractive
Above average users of magazines Super Influential Consumers for Fashion/Beauty
and the web are more likely to be Purchases Are Heavy Users of Magazines and the Web
Super Influential Consumers for the Beauty
156 magazines
fashion and beauty purchases of 105 newspapers
125 radio
friends and family. 77 tv
182 internet
Clothes
Among those who use each medium 180
108
once a week or more for fashion/beauty 130
69
information, nearly half (47%) use 176
magazines compared to 33% who use Shoes
167
the internet. 113
123
72
177
Percent Using Each Medium
Once a Week or More Often Other Fashion
177
for Fashion/Beauty Information 103
114
magazines 47% 84
187
internet 33% Shopping
Source: MediaVest Print/Digital Study, 2008 157
103
108
82
165
Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 56
Financial: Magazines Pay Dividends
on Media Investments
Heavy users of print and the internet Super Influential Consumers for Financial Purchases
are more likely to be Super Influential Are Heavy Users of Magazines and the Web
Consumers for financial purchases, Finance/Investments
144 magazines
including investments, real estate and 140 newspapers
118 radio
insurance. 80 tv
195 internet
Real Estate
Heavy users of magazines are also 139
140
more likely to be affluent investors. 108
95
They index higher for having used any 181
brokerage service in the past year and Insurance
135
to have financial accounts with a total 158
102
value of $250,000 or more. 105
196
Base: Top Quintile of Usage for Each Medium
Affluent Investors Read Magazines Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
— in Past Year by index and whose advice on this topic is trusted by friends and family members.
mags tv web
Used any brokerage 121 101 108
(full service, discount, other)
Value of total financial 116 102 100
accounts $250,000+
Heavy media users. Base: Heads of House, HHI $100,000+
Source: Mendelsohn Affluent Survey, 2008
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 57
Food: Magazines Spice Up Results
Heavy users of magazines and the Super Influential Consumers for Food Purchases
internet are more likely to be Super Are Heavy Users of Magazines and the Web
Influential Consumers for food Grocery Shopping
144 magazines
purchases, including snacks, coffee, new 113 newspapers
126 radio
food items, and grocery shopping. 90 tv
155 internet
New Food Items
Magazines are a leading source of food 140
information according to a recent study 102
116
96
from MediaVest. Among those who used 136
each medium once a week or more for Snacks
170
food information, more than one in three 101
117
(35%) used magazines compared to 27% 101
147
who used the internet.
Soft Drinks
149
Percent Using Each Medium 113
123
Once a Week or More Often for 95
152
Food/Cooking Information
magazines 35% Coffee
174
Internet 27% 118
118
Source: MediaVest Print/Digital Study, 2008 65
164
Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 58
Green: Magazines Target Environmentally
Conscious Consumers
Above average users of magazines and Environmentally-Friendly Consumers Use
the web are most likely to be Super Magazines and Web Most
Influential Consumers for the purchase Super influential consumer for environmentally-friendly products
162 magazines
of green products by friends and family. 139 newspapers
111 radio
69 tv
160 internet
Likewise, in a segmentation based on
I have great experience in environmentally-friendly products
environmental friendliness, heavy magazine 121
111
readers and internet users index highest 103
97
in the top two of six segments. Heavy TV 108
viewers index highest in the least green My family/friends trust my advice on environmentally-friendly products
131
segment. 108
114
114
97
Segmentation by Environmental
I participate in environmental groups/causes
Friendliness by index 156
mags tv web 151
101
57
Green Advocates 159 69 160 168
Agree completely: I buy vehicles that reflect my commitment to the environment
Green at Their Best 104 93 106 120
100
UnGreen (least green) 92 107 94 103
91
107
Base: Top Quintile of Usage for Each Medium; six segments
Base: Top Quintile of Usage for Each Medium
identified. Source: MRI Fall, 2008
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

Accountability: Magazines Get Results 59
Home Improvement: Magazines Motivate
4.25 x 1” per group box
Consumers to Act
Nearly half of all home improvers (45%) Heavy users of magazines and the internet are more likely
cited magazines as their primary source to be Super Influential Consumers for home improvement
of motivation for beginning a new home purchases, including home remodeling, household furnishings
improvement project. Magazine editorial and interior decorating.
(24%) and magazine advertising (21%)
Super Influential Consumers for Home Improvement
contributed almost equally.
Purchases Are Heavy Users of Magazines and the Web
Home Remodeling
Consumers Who Source 128 magazines
100 newspapers
Home Improvement Ideas 121 radio
from Specific Media by percent 78 tv
136 internet
Magazine Editorial 24% Household Furnishings
140
Magazine Ads 21 105
121
Home Show/Other Demos 13 91
138
Friend/Neighbor/Contractor 12 Interior Decorating
144
Retail Exposure 7 111
98
80
TV Program 5 136
TV Ads 5 Gardening
127
Primary Sources of Home Improvement Projects. 115
Source: Meredith Corporation & CNW Market Research, 2007 108
89
141
Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

Accountability: Magazines Get Results 60
Luxury Goods Buyers More Likely to Use
Magazines and the Internet
Heavy users of magazines and the Super Influential Consumers for Luxury Goods Purchases
internet are more likely to be Super Are Heavy Users of Magazines and the Web
Fashion
Influential Consumers for luxury goods 174 magazines
109 newspapers
purchases, including fashion, beauty, 120 radio
68 tv
and alcoholic beverages. 179 internet
Beauty
Heavy users of magazines are also more 156
105
likely to be affluent luxury goods buyers. 125
77
182
Alcoholic Beverages
Affluent Luxury Goods Buyers 153
Spending in Past Year by index 121
119
spent /designer items mags tv web 79
161
$2,000+ Watches 167 107 153 Interior Decorating
144
$5,000+ Jewelry 162 117 128 111
98
80
$2,000+ Clothes 186 101 138 136
$1,000+ Day Spa 190 96 144 Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
Any Cruise (14+ days) 156 119 97
Base: Top Quintile of Usage for Each Medium.
Source: 2008 Mendelsohn Affluent Survey, Heads of House,
HHI $100,000+
www.magazine.org/handbook

Accountability: Magazines Get Results 61
Packaged Goods: Magazines Influence
Consumers’ Purchasing Decisions
In an analysis of cross-media accountability Incremental effect of Medium on Brand Metrics: CPG Studies
Percentage Average Percentage Point Increase Over Unexposed (Control) Baseline
studies for the consumer packaged
goods category, Dynamic Logic found Aided Brand Awareness
tv
online
magazines excelled at the critical 7.2 3.5 4.3 15.0
magazines
bottom stages of the funnel:
Ad Awareness
• Increasing brand favorability three 11.0 4.8 8.6 24.4
times more than online and more than
Message Association
double that of TV
6.3 1.8 3.8 11.9
• Boosting purchase intent/consideration
Brand Favorability
the most, nearly double that of TV and
2.6 2.0 7.1 11.7
three times that of online
Purchase Intent/Consideration
3.5 2.5 6.6 12.6
Base: 14 Studies
Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 62
Packaged Goods: Magazines Boost ROI and
Target the Right Shoppers
Heavy users of magazines are more Super Influential Consumers for Packaged Goods
likely to be Super Influential Consumers Purchases Are Heavy Users of Magazines and the Web
for packaged goods purchases by Cleaning Products
158 magazines
friends and family members. 119 newspapers
117 radio
99 tv
Consequently, magazines provided 137 internet
New Food Items
superior ROI for two brands of a 140
102
consumer packaged goods marketer. 116
96
For Brand A, magazines performed three 136
times more efficiently than TV; for Snacks
170
Brand B, magazines provided a third 101
117
better efficiency than TV. 101
147
ROI Effectiveness Score magazines Healthcare
156
tv 119
Brand A 101
71
317 152
100 Products for Babies + Children
145
Brand B 103
131 103
97
124
100
Base: Top Quintile of Usage for Each Medium
Source: Marketing Management Analytics (MMA) presentation, 2006 Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 63
Pharmaceutical: Magazines Are a
Prescription for Positive Results
The MARS OTC/DTC study revealed that Actions Taken in Response to Healthcare Advertising
magazine readers are by far the most Index of Heavy Media Users Compared to the General Public
Discussed an ad with your doctor
likely to take action on healthcare ads 201 magazines
when compared to the users of any 112 newspapers
139 radio
other medium. One example, magazine 104 tv
121 internet
readers were twice as likely as the general Called toll-free number to get information
202
public to discuss an ad with their doctor. 148
164
144
In addition to the data presented on 147
the chart, magazine readers were: Switched to a different brand
186
• Two and a half times more likely to 145
143
return a sample card 117
110
• Nearly twice as likely to discuss an Visited any website
154
ad with a friend or relative compared 105
133
to the general public 122
185
Asked your doctor for a product sample of prescription drug
185
131
129
107
113
Source: MARS OTC/DTC Study, 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 64
Pharmaceutical: Magazines Are a Top
Healthcare Resource for Consumers
Magazines — including both editorial Magazine Ads/Articles Are Top Resources
content and advertising — are the for Healthcare Information
very much/
leading sources of healthcare somewhat
information for consumers. Doctors 69%
Pharmacists 56
According to MARS OTC/DTC Study:
• Three of the top 15 most valued sources Friends / Spouse / Other Relatives 54
for healthcare information are Nurses / Physician Assistants 53
magazine-related consumer media Ads / Brochures / Pamphlets / Wallboards in Doctors’ Offices 42
• Magazine articles surpass the editorial Medical Journals 38
content of other consumer media as Magazines in Doctors’ Offices 35
a leading source (except for brochures/
Magazine Articles 33
pamphlets in-office)
Product Packaging / Labels 32
• Magazine and television ads rank
highest as top advertising resources Newspaper Articles 29
(except for ads in doctors’ offices) Internet- Other Health Websites 26
TV Programs or Reports 26
Magazine Ads 22
TV Ads 22
Internet- General Websites 21
Source: MARS OTC/DTC Study, 2008
www.magazine.org/handbook

Accountability: Magazines Get Results 65
Pharmaceutical: Magazines Lead in
Driving Purchase Intent
Marketing Evolution found that magazines Affinity/VISTA surveyed consumers on their recall and response to
drove consumers’ pharmaceutical pharmaceutical direct-to-consumer (DTC) ads seen in magazines and
purchase consideration—based on intent on television. The study found that:
to talk to a doctor/physician—more than • Recall scores for magazine DTC ad campaigns skewed much
TV or online. higher than those for TV
• Magazines indexed more than half again higher than TV for
Pharmaceutical Purchase Intent
Defined as intention to talk to doctor/physician
actions taken in response to DTC advertising, based on those
Magazines who recalled the ad
pre-control 4%
post-control 7% Magazines Lead in Recall and Actions Taken for DTC
point difference 3 recall action/recall action/recall
ad recall index percentage index
Television
2% Magazine Ads 50% 139 17% 155
4%
2
TV Commercials 36% 100 11% 100
Online Source: Affinity’s VISTA Print Effectiveness Rating Service, 2007
6%
6%
0
Base: Aggregate of 2 studies.
Source: Marketing Evolution, 2006
www.magazine.org/handbook

Accountability: Magazines Get Results 66
Pharmaceutical: Magazines Provide Healthy Ad
Results and Are a Key Health Resource
Marketing Evolution found that Pharmaceutical Cost Per Impact index
magazines’ average cost per impact Intent to talk to doctor/physician
for purchase intent —phrased as an television $19.05
intention to talk to a doctor/physician 100
—was almost half that of TV. magazines $10.67
56
To see how magazines produced the online not significant
lowest cost per impact throughout the
purchase funnel across 38 cross-media TV=100. Lower Index = Better Performance.
Aggregate of 2 studies. Source: Marketing Evolution, 2008
accountability studies, see page 44.
Magazines are a leading source of Percent Using Each Medium
healthcare information according to a Once a Week or More Often
for Health & Wellness Information
recent study from MediaVest. Among
magazines 37%
those who used each medium once a
week or more for health and wellness internet 33%
Source: MediaVest Print/Digital Study, 2008
information, 37% used magazines
compared to 33% who used the internet.
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 67
Retail: Magazine Ads Improve ROI and
Influence Purchases
Above average users of magazines Super Influential Consumers for Retail Purchases
and the internet are most likely to be Are Heavy Users of Magazines and the Web
Beauty
Super Influential Consumers for retail 156 magazines
purchases of friends and family. 105 newspapers
125 radi
77 tv
182 internet
Magazines were the most efficient
Clothes
medium for this retail brand’s core 180
108
campaign objective: intent to purchase 69
130
apparel. On a cost-per-impact basis,TV was 176
Shopping
three times more expensive and online was 157
103
a third more expensive than magazines. 108
82
165
Retail Cost Per Impact Home Electronics
for Purchase Intent* cpi/index 155
112
TV = 100. Lower Index = Better Performance. 116
64
177
Television $ 21.98 100
Household Furnishings
Online $ 8.54 39 140
105
121
Magazines $ 6.28 29 91
138
*Based on intent to purchase apparel. Aggregate of 8 studies. Base: Top Quintile of Usage for Each Medium
Source: Marketing Evolution, 2005 Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

Accountability: Magazines Get Results 68
Technology: Magazines Target Key
Purchase Influencers
4.25 x 1” per group box
Two independent sources show that above average magazine readers are key influencers for technology
products. IntelliQuest reports that heavy users of magazines are more likely to be decision makers for the purchase
of their company’s technology products— even more so than heavy users of the internet.
Heavy users of magazines and the web are also more likely to be Super Influential Consumers for technology
purchases, including computers, mobile phones and new technology products and services.
Decision Makers for Purchase of Super Influential Consumers for Technology Purchases
Company’s Technology Products Are Heavy Users of Magazines and the Web
% heavy users mags tv web New Technology
149 magazines
Computer Servers 34.9 12.9 30.1 109 newspapers
112 radio
69 tv
Desktop + Notebook PC 33.6 15.4 25.6 206 internet
Computers
Handheld Devices 31.0 18.5 23.0 138
105
Networking/Telecom 29.9 21.2 27.4 105
59
Source: IntelliQuest Business Study, Spring, 2008
191
Mobile Phones
158
95
132
72
179
Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic
and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook

4.25 x 1” per group box
Accountability: Magazines Get Results 69
Travel: Magazines Are a Destination
for Travel Aficionados
Heavy users of print and the internet Magazines and Web Excel at Influencing
are more likely to be vacationers of all Travel Purchases
types: domestic, foreign and cruise. Agree completely/somewhat: Others ask my advice about vacation travel
115 magazines
105 newspapers
101 radio
Magazine readers are also more likely 92 tv
108 internet
to be affluent travelers, heads of house
Very/somewhat likely in next 12 months: vacation within the U.S.
with household incomes of $100,000 110
110
or more who have traveled to Europe 100
82
in the past three years or to Hawaii or 118
Florida in the past year. Very/somewhat likely in next 12 months: vacation abroad
113
112
Affluent Travelers Use 88
87
Magazines Most index 121
travel activity mags tv web Very/somewhat likely in next 12 months: take a cruise (more than one day)
118
Europe /past 3 years 140 91 113 109
101
91
Hawaii /past year 128 89 118 118
Florida /past year 120 100 106 Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008
Base: Top Quintile of Usage for Each Medium.
Source: Mendelsohn Affluent Survey,
Heads of House, HHI $100,000+
www.magazine.org/handbook

Magazines Role in Building Web Metrics 70
Magazines Excel in Driving Web Search
Across Various Demographics
Magazines perform best Media that Trigger an Online Search by Age and Gender
overall at influencing medium (percent) overall M F 18 – 24 25 – 34 35 – 44 45 – 54 55+
consumers to start a
Magazines 42% 41% 43% 38% 39% 44% 44% 45%
search for merchandise
online —ahead of online TV/Broadcast 38 41 36 31 36 40 41 39
media and word-of-mouth, Newspapers 37 38 37 25 29 35 41 47
according to the latest data
Face-to-Face 33 33 32 39 38 33 32 27
from BIGresearch. What’s
TV/Cable 32 36 28 43 40 34 31 23
more, magazines rank
among the top three media Radio 29 33 24 28 31 32 31 24
by gender as well as all Direct Mail 27 25 28 21 26 27 28 29
age groups.
E-mail Advertising 23 22 23 23 25 24 23 20
Internet Advertising 21 24 18 28 24 22 20 16
Outdoor Billboard 11 12 9 14 14 12 10 7
Online Communities 10 10 9 24 16 9 5 3
Blogs 7 8 6 17 10 7 5 3
Other 7 7 7 4 5 7 8 9
Source: BIGresearch Simultaneous Media Usage Study (SIMM13), December 2008
www.magazine.org/handbook

Magazines Role in Building Web Metrics 71
Magazine Ads Build Web Traffic Overall
and Across the Purchase Funnel
An analysis by Marketing Evolution Magazines contributed to building web traffic at each stage of
showed more than a 40% lift in web the purchase funnel, especially excelling at influencing purchase
traffic occurred after consumers were intent, often considered the most important stage. These results
exposed to magazine advertisements parallel those seen in overall purchase funnel analysis.
compared to a control group of
Percent of Group to Visit Brand Website pre-control
respondents who were not exposed at Each Stage of the Purchase Funnel post-control
to magazine ads. point difference
Aware of product or brand
11%
Percent of Group to Visit
Brand Website 13%
pre-control 7% 2
post-control 10% Intend to get more information
point difference 3 21%
Aggregated base sizes Control n = 21,410 Exposed n = 22,619 25%
Source: Marketing Evolution, 2004–2007
4
For insights on how including a URL in Intend to purchase
30%
magazine ads can further boost web
39%
traffic, see page 82.
9
Analysis completed at the individual respondent level. Control n = 4,260 Exposed n = 4,492
Source: Marketing Evolution, 2004 – 2007
www.magazine.org/handbook

Magazines Role in Building Web Metrics 72
Magazine Ads and Magazine Websites
Prompt Action Taking Online and Off
The Online Publishers Association (OPA) Actions Taken from Viewing Online Video Ads by percent
found magazine websites were more medium checked out searched clicked talked went/store
company for info on banner to friends to check
likely than other media websites to websites ad or family product
prompt viewers to take some kind of Magazine Sites 45 38 30 27 29
action as a result of watching an online
Online Only News/Info Sites 42 35 29 22 26
video ad. JupiterResearch showed
magazine and newspaper ads are the Natl. Newspaper Sites 40 37 25 23 22
most influential media at generating Natl. Broadcast TV Sites 38 31 25 22 19
qualified traffic (consumers who made a
Cable TV Sites 38 30 25 22 20
purchase after conducting an online search).
Portals 37 34 25 27 24
Offline Sources that Drive
User-generated Sites 35 24 20 18 14
Qualified Traffic to Websites
made purchase after conducting Source: Online Publishers Association, June 2007
an online search percent
Magazine/Newspaper Ad 30%
Television Ad 23
Radio Ad 22
Billboard/Indoor/Sports Venue Sign 19
Source: JupiterResearch, 2007
www.magazine.org/handbook

Magazines Role in Building Buzz 73
Magazines Influence Word of Mouth
Magazines excel in reaching consumers Word-of-Mouth Influencers for Family/Friends
by Media Use
who impact the attitudes and behaviors Product category influenced — index vs. total adults
of people within their sphere of influence: Automotive
• Based on an analysis of word-of- 128 magazines
100 newspapers
mouth influencers, heavy magazine 103 radio
108 tv
readers are far more likely to influence 96 internet
family and friends across a range Personal Finance
125
of product categories 107
112
• Magazines are most likely to 101
108
complement the web in reaching Food
112
social networkers who build buzz 102
99
98
Social Networkers by Media Use 104
Used Facebook/MySpace in Past 30 Days – index Technology
120
Magazines 149 101
101
Newspaper 87 103
119
Radio 113
Travel
Television 65 118
105
97
Internet 181 93
103
Base: Top quintile of usage for each medium
Base: Top Quintile of Usage for Each Medium
Source: MRI Fall 2008
Source: MRI Omnibus Recontact Study, 2008
www.magazine.org/handbook

Magazine Reach 74
Magazines Accumulate Reach Faster Than
Commonly Believed—and When Consumers Choose
Magazine reach begins accumulating Magazine Audience Accumulation Over Time
audience before the actual on-sale
date. The average monthly accumulates
approximately 60% of its audience
within the first month. The average
weekly magazine accumulates 80% of
its audience within the first two weeks.
Because consumers control their
media experience with magazines,
magazines provide “on-demand”
audience accumulation.
Note: The on-sale date is the actual date the
magazine will appear on the newsstand or is likely
to arrive in subscriber households. For weeklies it
is generally one week earlier than the cover date
of the magazine. For monthlies, the on sale date
is generally weeks ahead of the cover date.
on-sale
date
Source: MRI, Fall 2008
www.magazine.org/handbook

Magazine Reach 75
Top 25 Magazines Outperform Top 25 Prime-Time
TV Programs in Reaching Adults and Teens
Magazines provide superior reach Gross Rating Points of Top 25 Magazines
g Points of Topcompared to TV programs for major
25 Magazines and Prime-Time TV Programs
Time TV Programs audiences, including adults adults 18+
target 140 prime-time
tv programs
18– 49, women 18– 49, African Americans 234
140 234 +94 prime-time magazines
adults 18 – 34
18– 49 and teens 12– 17,programs
tv when Carat’s
100
cross-media research compared the top
magazines 260
0 260 +160
25 prime-time TV programs and top 25 adults 18 – 49
114
114
magazines.
236 +122 236
men 18 – 49
02
Note: Total GRPs equal the rating of each
258 +156
102
258
$75K+
of the top 25 vehicles of each medium men 18 – 49 HHI $75K+
109 added together.
234 +156 109
234
women 18 – 49
138 318 +180 138
HI $75K+ 318
153 353 +200 women 18 – 49 HHI $75K+
153
18 – 49 353
118 402 +284 african americans 18 – 49
118
186 +114 402
teens 12 – 17
t; Nielsen September 2007 – May 2008 (Prime regularly scheduled); 72
welveplus 2008
186
Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled programs);
www.magazine.org/handbook MRI Fall 2008; MRI Twelveplus 2008

Reader Characteristics 76
Magazine Readers Are Innovators
Consumer Innovators are the consumers who are most open and most active in trying new products across a
range of categories. According to MRI, above-average readers of magazines along with above-average users
of the Internet are more likely than average consumers to be innovators overall and in all six product categories
studied—the only two media with this distinction.
Early Adopters and Media Use heavy media users (index =100)
product category magazines tv newspapers radio internet
Leisure 127 31 93 104 181
Food 117 84 101 104 113
Electronics 152 68 113 106 187
Financial 107 65 138 86 151
Home Appliance 112 83 112 93 134
Personal Care/ Health 122 97 105 101 105
Super Innovators (3+ segments) 140 44 112 102 184
Base: U.S. Adults, 18+
Source: MRI, Fall 2008
www.magazine.org/handbook

Reader Characteristics 77
Magazines Appeal to Younger Adults
An analysis of MRI data demonstrates that:
• Adults under 35 years old read more issues per month than adults who are over 35
• As a consequence, younger adults are more likely to be in the top quintile of magazine
readership—the most avid or “heaviest” readers overall
Readership by Age
MRI Total 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65 +
Issues Read/Past Month (median) 5.7 7.5 7.1 6.2 6.0 4.8 3.4
Index 100 132 125 109 105 84 60
“Heavy” Magazine Readers – Top Quintile 20.0 25.2 25.6 20.8 21.5 15.6 11.0
Index 100 126 128 104 108 78 55
Base: U.S. Adults 18+
Source: MRI, Fall 2008
www.magazine.org/handbook

Reader Characteristics 78
Magazines Appeal to Diverse Readers
The MPA Market Profiles offer an in-depth • More than eight out of ten African-American/Black adults (84%)
look at the African-American/ Black, Asian are magazine readers. They read an average of 13.6 issues per
American, Hispanic/Latino and Teen month, compared to 9.7 issues per month for all U.S. adults.
markets. Each group is an important,
• More than two out of three African-American/Black adults (69%)
growing segment of the U.S. population
who read magazines are between the ages of 18 to 49, compared
that uniquely redefines the culture of the
to only 62% of the U.S. adult population.
United States in areas such as food,
apparel and music. Not surprisingly, each • There were on average over 100 titles targeting Asian-Americans
group displays specific magazine in the five-year period from 2004 to 2008.
readership patterns. • Asian-American magazine readers are younger, more affluent,
and better educated than magazine readers overall.
For more on Market Profiles, visit
www.magazine.org/marketprofiles. • More than 75% of adult Hispanic/Latinos read magazines.
They read an average of 10.0 issues per month, slightly higher
Source: MRI, Fall 2008; ABC; National Directory of Magazines;
Oxbridge Communications, 2009; MRI Teenmark, 2008; than the U.S. average.
Carat Insight, 2008
• From 2004 to 2008, the total paid and verified circulation for
ABC-measured Hispanic/Latinos magazine titles grew by 22.6%.
• Three-quarters of teens, 75%, read magazines.
• A cross-media comparison conducted by Carat Insight found
that the top 25 magazines lead the top 25 primetime TV shows
in reaching teens age 12 to 17.
www.magazine.org/handbook

Reader Characteristics 79
The Portability of Magazines Allows Consumers
to Read Them at Home or Away
Magazine Reading by Location
In Own Home 81%
Out of Home 78
Doctor / Dentist Office 36
Someone Else’s Home 27
Newsstand / Store 26
Work 26
Beauty / Barber Shop 15
Library / Club / School 9
Somewhere Else 8
Airplane 7
Business / Reception Room 7
During Other Travel 3
Traveling To / From Work 2
Note: Percentages add up to more than 100% due to multiple responses.
Source: MRI, Fall 2008
www.magazine.org/handbook

gather more information
Increasing Creative Effectiveness
visit advertiser’s website
4.5 x 2 - box size
80
Magazines Show a Direct Link Between
visit store/dealer/other
Ad Engagement and Ad Effectiveness
save ad for future reference
recommend product/service
Research from Affinity, using a battery of Individual Actions Taken in Response to
purchase attributes that drove engagement in
26 key consideration Magazine Advertising
more favorable opinion
a Study from Northwestern University*,
purchase product/service
confirmed that greater reader engagement gather more information
is directly linked to increased advertising
0
recall and 2 4
actions taken. 6 8 visit advertiser’s website
10 12
agree with engagement statements
Overall, compared to less engaged readers:
disagree with engagement statements
visit store/dealer/other
Top/bottom 2 box readers recalled ads
• Engaged scores among total respondents
Source: Affinity, 2006
22% more often save ad for future reference
• Engaged readers were 35% more likely to
take action in response to magazine ads recommend product/service
Overall Ad Recall and Actions Taken purchase consideration
in Response to Magazine Ads
ad recall purchase product/service
56%
46%
actions taken 0 2 4 6 8 10 12
31%
agree with engagement statements
23%
disagree with engagement statements
agree with engagement statements
Top/bottom 2 box scores among total respondents
disagree with engagement statements
Source: Affinity, 2006
Top/bottom 2 box scores among total respondents
Source: Affinity, 2006
*Findings from Northwestern University’s Magazine Reader
www.magazine.org/handbook Experience Study are available at www.magazine.org/research.
Overall Ad Recall and Actions Taken

Increasing Creative Effectiveness 81
Engagement Findings Can Be Used
to Predict Creative Impact
ct b = increase in impact by index
Results tested in the lab and product a = 100 product b = increase in impact by index
m
100 marketplace+37%
137 confirm that engagement Beauty–Night Cream
attributes can be utilized to help average recall
129 +29% 100
understand and even predict the 137
average actions taken
effectiveness+42%
142 of magazine advertising 100
creative. Six brands — two from each 129
engagement rating
ereal of three different categories — were 100
142
used for testing in 161 lab, while two
the +61%
brands — Bayer Aspirin and Lincoln —
129 +29% Packaged Foods–Cereal
average recall
participated in marketplace tests. 100
148 +48%
161
average actions taken
These results were utilized to develop a 100
“Creative Diagnostic Tool,” available at 129
145 +45% engagement rating
www.magazine.org/accountability. 100
148
141 +41%
Travel–Cruise Line
131 +31% average recall
100
145
average actions taken
100
141
engagement rating
100
131
www.magazine.org/handbook Source: Affinity, 2006

Increasing Creative Effectiveness 82
Including a URL in Magazine Ads
Increases Web Visits
When a URL was included in the Affinity found that magazine ads with URLs are more likely to drive
magazine advertising creative, the readers to advertiser websites across a range of magazine genres.
percent change in visits tripled from
two to six points in Marketing Ads With URLs Compared to Ads Without URLs
Evolution’s research. Drive Readers to Advertiser Websites by index
ads WITHOUT web address ads WITH web address
Percent of Group to Visit home 203
Brand Website
financial 122
NO URL included pre-control
5% post-control fashion 152
7% point difference
men’s 138
2
travel 286
URL included
13% women’s service 163
19% women’s service 198
6 100
Action Index: Visit Advertiser’s Website
Analysis completed at the study level. 4 studies include Base: Actions taken based on respondents recalling specific ads
URL and 5 studies do not include URL. Source: Affinity’s VISTA Print Effectiveness Rating Service, 2007
Aggregated base sizes Control n = 21,410 Exposed n = 22,619
Source: Marketing Evolution, 2004 – 2007
www.magazine.org/handbook

d ad occurences: 35
ct
58%
Increasing Creative Effectiveness 83
Magazines Show Immunity to Ad Wearout
61%
61%
59%
d ad occurences: 22 VISTA research, using examples from two Magazine Ad Recall and Actions Stay Strong Across Time
recent magazine ad campaigns where the Ambien CR
Time Period: 4 quarters. Measured ad occurences: 35
same creative approach was employed
43% average recall plan to ask doctor about the product
over an extended period of time, found
43% 12%
that the ads did not exhibit any Q1
58%
51%
measurable declines in effectiveness.
13%
alling Specific Ads Q2
ating Service, 2008 61%
14%
Q3
61%
15%
Q4
59%
Johnson’s Baby Oil
Time Period: 3 quarters. Measured ad occurences: 22
average recall plan to purchase the product
20%
Q1
43%
21%
Q2
43%
20%
Q3
51%
Base: Actions Taken Based on Readers Recalling Specific Ads
Source: Affinity’s VISTA Print Effectiveness Rating Service, 2008
www.magazine.org/handbook

Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising 84
Grand Prize Winner
Goodby, Silverstein & Partners for the National Basketball Association
GRAND PRIZE
Goodby, Silverstein & Partners,
NBA campaign,“There Can Only Be One,“
increased ratings by 61%
The MPA Kelly Awards recognize the
best magazine advertising as defined by
advertising that demonstrates creative excellence
and produces positive marketplace results.
All the Kelly Award winners and finalists
campaigns are available for viewing in an interactive,
virtual gallery at www.kellyawardsgallery.org.
Case studies from nearly 250
previous years’ finalists are available at
www.magazine.org/casestudies.

Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising 85
Gold Award
Goodby, Silverstein & Partners for Häagen-Dazs
G O L D AWA R D
Goodby, Silverstein & Partners
for “Honey Bees” effort
for Häagen-Dazs
grew revenue by 7%
Best campaign-by-size
winners included:
F U L L PA G E
Ogilvy’s “IER” ads for Perrier lifted sales
by 11% — beating a 15-year record
SPREAD
Carmichael Lynch’s “Dark Custom”
campaign for Harley Davidson
led to a 24% jump in sales among
young adults
INSERT/OUTSERT
GSD&M Idea City’s “No” Booklet ad for
BMW inspired 67,360 new vehicle sales —
exceeding their goal by +6%
www.magazine.org/handbook

Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising 86
Silver Award
Energy BBDO for Canadian Club
S I LV E R A W A R D
Energy BBDO’s Canadian Club campaign,
“Damn Right Your Dad Drank It,”
outpaced the category leader — producing
results that led to a 4% sales bump in the
first three months of the campaign
Winning campaign categories included:
I N T E G R AT E D
McCann Erickson New York’s “Priceless Search” effort
for MasterCard Worldwide increased brand awareness
among their key target by 7%
PUBLIC SERVICE
TBWA’s ads for The Ad Council’s US Olympic Committee
“Don’t Be An Asterisk” campaign led to a 1,200% soar
in web traffic from launch
E F F E C T I V E N E S S AWA R D
brought to you by MRI Starch
BBDO New York’s “Laminate Flooring Campaign”
for Armstrong generated a + 64% spike in brand awareness

RESOURCES 87
INDUSTRY PERIODICALS AND Mediaweek Audit Bureau of Circulations (ABC) Media Info Center D I R E C TO R I E S
WEBSITE RESOURCES www.mediaweek.com www.accessabc.com www.mediainfocenter.org
Targeting media specialists. Audit organization for consumer Northwestern University's Media Bacon’s Directories
Advertising Age periodicals. Management Center website www.cision.com
www.adage.com Newsstand Resource providing media management news. Phone: (312)-922-2400
A leading authority on advertising, www.NRMag.com Business of Performing Audits
marketing and media news. Magazine for the newsstand industry. Worldwide (BPAW) Mediamark Research & Benn’s Media Directory
www.bpaww.com Intelligence (MRI) www.wbime.com/bennsmedia.htm
Adweek The New Single Copy Auditing services for trade/business www.mediamark.com Phone: 44-20-7549-8666
www.adweek.com www.nscopy.com and consumer publications. Provider of research data and services
Featuring creative, client/agency News and trends about the retail for the advertising industry. Encyclopedia of Associations
relationships and advertising environment. Columbia Journalism Review Thomson Gale
strategies. www.cjr.org Mr. Magazine: Samir Husni www.gale.cengage.com
PrintCritic Information about journalism and www.mrmagazine.com Phone: 800-354-9706
Audience Development www.printcritic.com public policy including “Who Owns Samir Husni is the Professor of
www.audiencedevelopment.com A resource covering innovative ads. What,” a database of media owners. Journalism at the University of Gale Directory of Publications
Covers consumer marketing, retail and Mississippi.The website tracks new and Broadcast Media
direct mail for magazines. Romenesko’s MediaNews Experian Simmons launches of magazines monthly. www.gale.cengage.com
www.poynter.org/ www.smrb.com Phone: 800-354-9706
Capell’s Circulation Report News from the Poynter Institute, a Syndicated and custom research for Publishers Information Bureau (PIB)
Newsletter of magazine circulation. school for journalists. publishers and advertising agencies. www.magazine.org/pib LexisNexis Advertising Red Books
Tracks the amount and type of www.redbooks.com
Circ Matters RESEARCH/REFERENCE Gebbie Press advertising in consumer magazines. Phone: 800-340-3244
Newsletter devoted to magazine www.gebbieinc.com
circulation analysis. Affinity Research A media directory listing, for TV, radio, PubList.com National Directory of Magazines
www.affinityresearch.net newspapers and magazines. www.publist.com www.mediafinder.com
The Circulator a marketing and media research Contains over 150,000 print and Phone: 800-955-0231
A weekly e-newsletter from Circulation company specializing in advertising Hall’s Reports electronic publications.
Management. effectiveness and media engagement. www.hallsreports.com Samir Husni’s Guide to
Measurement of magazine editorial Standard Rate & Data Service (SRDS) New Consumer Magazines
Creativity American Journalism Review categories with ad/edit ratios. www.srds.com www.mrmagazine.com
Devoted to the most important www.ajr.org Publisher of media rates and data for Phone: 662-915-1414
element of advertising - the work. A joint venture of American Journalism Ipsos Mendelsohn magazines and other media.
Review and NewsLink Associates. Its www.ipsosmediact.com/ Standard Rate & Data Service (SRDS)
DM News website posts magazine and A provider of affluent syndicated and TNS Media Intelligence www.srds.com
www.dmnews.com journalism listings. custom research. www.tns-mi.com Phone: 800-851-SRDS
The weekly "Newspaper of Record" for A provider of strategic advertising
the direct marketing industry. A.M.I.C. The Advertising Media Mediafinder intelligence. Ulrich’s International Periodical
Internet Center www.mediafinder.com Directory
Folio www.amic.com A comprehensive listing of magazines, www.Ulrichspub.com
www.foliomag.com A collection of links to media-related newspapers, catalogs and newsletters. Phone: 866-737-4257
Strategies and tactics for magazine resources, message boards, and
management. research tools.

M PA R E S O U R C E S 88
ACCOUNTABILITY AND NEW! Time-Ad Impact Ratio links time African-American/Black, Asian-American, GENERAL
EFFECTIVENESS spent with media to ad impact, using third Hispanic/Latino and Teen Market Profiles
party sources helps marketers evaluate time consolidate research on these targets. 2008-2007 Handbook of Consumer
Case Studies Nearly 250 examples show how spent in a way that aligns with their desire Marketing Practices contains important
advertisers have successfully used magazines: for better results. E N G AG E M E N T information on effective circulation practices,
www.magazine.org/casestudies. the value of readership, subscription
Engagement: Understanding Consumers’
Accountability II: How Media Drive Results marketing regulations as well as overviews
NEW! Category Fact Sheets downloadable Relationships with Media a media-neutral
and Impact Online Success A compilation of the retail picture for magazines.
one-sheets show how magazines drive approach that shows how consumers connect
of accountability research, based on multiple
results across 17 categories. with advertising-supported media: television,
independent studies, the strengths of Media Research Index puts more than 1,000
newspapers, radio, the Internet and magazines.
magazines and their role with other media. research studies from 1950 to 2003 at your
Accountability Studies from Affinity Research,
Understanding Magazine Circulation: fingertips. The index is available online at
Dynamic Logic, Hudson River Group and Accountability: A Guide to Measuring
more analyze media mix dynamics and A Guide for Advertising Buyers and Sellers www.magazine.org/mediaresearchindex
ROI and ROO Across Media examines and free of charge to MPA members and
provide compelling proof that magazines offers insights on key strategic concepts in
accountability research across media.
positively impact sales. PowerPoint slides circulation to help facilitate communication advertisers. Listings are searchable by media
highlighting magazines’ key role in driving between advertisers and publishers. type, study type, author, title or keyword. Also
C R E AT I V E
consumer action are available online available in two-volume printed version.
at www.magazine.org/accountability. Kelly Awards Gallery Guide, video and inter- Magazine Reader Experience Study
active online gallery (kellyawardsgallery.org) examines what consumers experience M AG A Z I N E I N D U S T RY
Measuring Media Effectiveness Across the showcase the best magazine ads and the when they read a magazine and how those CO N F E R E N C E S A N D E V E N T S
Purchase Funnel, research from Marketing marketplace results they achieved. experiences drive readership and advertising
• Independent Magazine Group
Evolution, demonstrates magazines’ significant impact. The research, conducted by the
The Power of Print: Starch Ad Database Media Management Center at Northwestern (IMAG) Conference
contribution across the purchase funnel. • Lifetime Achievement Awards
and Tools is a presentation that surveys University, offers significant insights
the usefulness of Starch Ad Readership for advertisers, consumer marketers, • Magazines 24/7— Digital Conference
Creative Diagnostic Tool makes magazine
creative accountable based on feedback from studies and discusses the “Ten Principles publishers and editors. • Magazine Innovation Summit
for Effective Print Advertising.” • MPA Kelly Awards for Outstanding
advertisers.The tool can provide insights
quickly and detail the learning on media
ENVIRONMENT Magazine Advertising (online only)
engagement.
READERS AND READERSHIP • National Magazine Awards
MPA Environment Handbook
The Value of Magazine Readership: Reader An in depth educational guide on environ- • Professional Development
Quantifying Influentials’ Relationship with Dynamics and Ad Impact on Readers of mental policies and procedures of interest • Retail Conference: The Marketing
Magazines reveals that Influentials—the 21 Pass-Along Copies shows that readers value to our magazines and companies. The of Magazines and Books
million Americans who influence the decisions pass-along copies and take action at a similar handbook includes the many facets of www.magazine.org/events
of the rest of the population—rank magazines rate as readers overall. magazine manufacturing — from harvesting
as their key source of news and information trees, to the printing, distribution, and
and find magazine advertising valuable. The Value of Magazine Readership: Reader final disposition by our readers.
Dynamics and Ad Impact Among Paid and
NEW! Magazine Myths Versus Reality Third Nonpaid Readers demonstrates that how Forest Certification An authoritative review
party research is used in these 3 toplines to much a consumer pays for a magazine or how and analysis of forest and forest product
debunk common misperceptions about the magazine was acquired does not affect certification schemes in North America to For all these resources and more,
media’s strengths in driving consumer action, the level of magazine engagement help publishers understand paper purchasing visit www.magazine.org or contact
media efficiency and magazines’ role at retail. or likelihood to act on the advertising. considerations. promotion@magazine.org.

Stay updated on how magazines can work for you
Visit www.magazine.org The MPA website offers information on a wide array of topics
central to consumer magazines, including advertising, circulation, editorial, government action, digital
initiatives, finance and operations and industry events. You can download an electronic copy of the
Handbook and access dozens of other resources with up-to-the-minute research and a myriad of
facts and figures about the magazine industry.
Contact MPA’s Information Center For MPA members, advertisers and their agencies
the MPA Information Center offers personalized research services. The staff can provide data on
historical trends, industry statistics, news and much more. For more information, you can e-mail
requests to infocenter@magazine.org or make an appointment to visit the Center in New York.
Staff is available 9 a.m. to 5 p.m. Eastern time, Monday through Friday.
The Please Recycle initiative is an industry-wide public
education campaign. For more information and to download
the logo, visit www.magazine.org/environment.