Magazines dominate online push
18 December 2007
This month's PPA magazine publishes a piece of research showing that magazines are one of the most effective means of driving users online.
The PPA's Amima Ymer writes, "When looking for information on products, a substantial 70 per cent of online adults have been prompted to search due to offline messaging - with both TV and magazines in the lead".
This demonstrates something we've know for a while in the customer publishing business, that a magazine can drive traffic, be that physical footfall to stores or digital to websites.
There's clearly something to be said for the cross-platform approach. The research shows that 32 per cent of those polled have actually made a purchase online due to information or advertising in a magazine. Of the product categories, the most commonly purchased due to magazine promotion are cosmetics, food, fashion and toiletries.
To see the research in full go to www.ppamarketing.net.
Mike B
Post a Comment