Magazines, the media that influences the audience the most | Key4Communications |

Magazines are the media that influences the audience the most, and also the one that contributes better to improve the image of brands, according to the results of a survey conducted by ARI (Magazine Association) in collaboration with Equmedia. The survey highlights the power of magazines and the perception that the professionals of the industry have of this media:

Some of the conclusions of the survey are that magazines are:
- The media with more powerful prescription.
- The media that contributes the most to improve brand image.
- The media in which advertising is more integrated with content and therefore is less annoying.
- The third media that generates greater notoriety, above press, internet and radio.
- The third media that generates effective sales above press, radio and outdoor.

Favorable reviews of magazines are shared by both planners and media planning managers.

50% of respondents say they have planned magazines in their media strategies during the last month. The main reason for including magazines in their media plan is for the affinity they provide, above other values expressed spontaneously. Planners clearly recognize the power magazines have to reach a given target audience.

As for the opinion of its customers, despite 25.4% of respondents say the main reason for not including magazines in their media plan is due to the express request of the advertiser, 57.4% were positive. Noteworthy that 22.2% of planners said they had received congratulations for the campaigns that included actions in magazines.

Ultimately, experts in planning valued very positively magazines as an effective media, highlighting its power and affinity with specific targets, which guarantees and contributes to improve the image of brands. Planners declared they are magazine readers themselves in a 81.3%.