The association partnered with BrandSpark International to research what role magazines play in connecting with consumers and persuading them to interact with ads and be receptive of their messages.
 

“We now know that magazines do truly connect like no other media throughout all different phases of how people read and react to advertisements,” said Gary Garland, Magazines Canada executive director, advertising services. “We want to make everyone in the advertising community aware of this new data.” 

 

The report's complete results will be unveiled first to the magazine community June 4 at MagNet. Agencies and advertisers will hear the results at the 2013 State of the Magazine Nation event held on June 27th at the TIFF Bell Lightbox in Toronto. Mark Baltazar, vice president of marketing effectiveness at BrandSpark, will present the findings.

 

Garland explained that it was important for the magazine community to get the information first so they are well prepared to deal with questions from advertisers.

 

The study also examined how magazine ads work differently from other media such as websites, television and newspapers. According to Garland, a magazine fosters a deeper connection with readers because of its brand.

 

"Whether it’s a women’s magazine or a hobbyist magazine, trust in those brands is hugely important to [readers]. They know that they can count on what’s being said and they know they can make decisions based on what’s being said.”

 

In addition, because ads are typically aligned with the magazine's content, readers find them interesting and as readable as the editorial itself, Garland explained.

 

The research was funded by the Ontario Media Development Corporation as well as other members of the magazine community.

 

Going forward, Garland says the goal is to continue to raise awareness about the new data. “With all the digital tools now available to us…it’s a really exciting time for magazines and that was one of the reasons behind the conceptualization of the study.”