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Insight
04 . 05 . 18

Forget volume – mags are the value play

Words by: Print Power
Magnetic research shows that magazine media makes us spend more – £4,200 more – when buying a new car
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A report by Magnetic – Accelerate: How Magazine Brands Influence Motors Purchasing – shows that when it comes to cars, magazine media turn ambivalence into affinity.

Mag readers, it seems, make up a third of all car buyers – and a colossal 60% of all new car purchases. What’s more, 61% claim they’ve influenced a family member or friend when buying a car.

(Read more about print’s ability to catalyse conversations here.)

Most impressive, though, is that consumers exposed to magazine print activity tend to increase their budget by £3,500.

“A lot of short term, self-generating metrics – as seen on the web and social media – will link through to purchase. But what they sometimes hide is that, in order to drive that purchase quickly, the advertiser will sell the product at a discount,” Anna Sampson, head of insight at Magnetic, tells Print Power.

Magazines, on the other hand, actually boost spend in the short-term – and loyalty in the longer-term – by fulfilling a unique brand-building function. Says Sampson.

And don’t forget the amplifying effect they can have on digital media, too: couple the power of print with the effect of online channels, and that £3500 budget bump becomes £4,200.

Campaigns that include online video and magazine media also show a 44% uplift in very large business effects*, relative to campaigns that use online video without magazines. While a combination of magazines and online display advertising can lead to a 31% uplift – or 15% in the case of social media.

Magazine media might drive volume, concludes Sampson, “but what they really drive is value” – where value is a much healthier margin for automotive brands.

Find out why the future of mags is exclusive, premium and niche. And learn about PAMCo, the new audience measurement currency for published media. Or  sign up to our newsletter for more updates like this on the magazine sector.

*Very large business effects (VLBE) = top box scores on profit, sales, market share, penetration, loyalty and price sensitivity across a period of at least a year.