West Virginia Executive Fall 2018 | Page 69

The Great Advertising Influencer Print is Not Dead Despite the misinformation circling around that print is dying, magazines continue to rank as one of the top consumer influencers. From health care, beauty products and fashion to automobiles, home renovations and luxury goods, magazine readers are driven to make purchases based on the print ads they see while perusing their favorite publications. It’s true— adults 18-49 rely on magazine media to provide them with valued information, conversation and purchase inspiration. More importantly, 65% of readers take action after seeing a print magazine ad. To learn more about print media’s influence on consumers’ purchasing habits and how you can use West Virginia Executive magazine to reach a target audience, contact Kensie Hamilton Fauber at [phone] or by email at [email protected]. What neuroscience says about why print magazine ads work Increased exposure to print media ads boosts key advertising metrics Paper readers remember more. more focused attention preferred by majority (even millennials) higher comprehension recall stimulates emotions and desires sensory involvement drives reader impact slower reading speeds Percent lift with increased exposure Print magazines are no. 1 in reaching affluent influential consumers Households with income of $250K+ are drawn to magazines 128 6% 12% 37% 114 print magazines 114 82 internet newspaper 15% 49 radio TV 30% Percentages represent number of times medium ranks #1 among affluent influential consumers across 60 product categories print magazines internet newspaper radio TV Top quintile of users of each medium vs. adults 18+ MPA Magazine Media Factbook 2018-2019 www.wvexecutive.com [phone] [email protected]