1) The document debunks 3 common myths about magazine advertising: that no one reads magazines, especially younger consumers; that cutting magazine budgets won't hurt ad results; and that magazines aren't keeping pace in the digital age. 2) An independent study found that magazine usage and readership, including among 18-34 year olds, has grown significantly in recent years. Magazines also perform well throughout the consumer purchase funnel. 3) The study showed that magazines are one of the most cost-effective advertising mediums and best complement the internet in reaching consumers, especially when used together in an integrated marketing strategy.