Print-online advertising works better than mono-media advertising
With the study “Print and online – complementary success”, Hubert Burda Media documents the complementary use of magazines and the associated internet offers as part of the DLD future conference: 82 percent of all respondents read magazines and use their online offers to the same extent.
According to the study, these “combiners” read both media more intensively and longer than pure magazine readers or people who only use the online medium. 44 percent of “combiners” read their magazines in full, while only 35 percent of pure magazine readers do so. In addition, they engage with both media for almost twice as long as those who say they only use one of them. In principle, combiners have a higher opinion of magazines than pure print readers.
For more than 50 percent of the combiners, the magazine is still the primary medium; in women’s magazines it is even two-thirds, according to the report. The associated online presences were mainly used to supplement and search for more up-to-date and multimedia information. A third state that when reading the magazine they were directed to the online counterpart. What all those surveyed value most about the magazines are the likeability factor, the uniqueness and the trustworthiness. The study also asked about the perception and evaluation of advertising.
Advertisements, online advertising formats and the cross-media combination of these two were examined. Only 12 percent remember pure online advertising, for example, while 26 percent can recall a combined print and online format. “Thus, combined print-online advertising works better than mono-media advertising,” sum up the media analysts. The whole study is available for download.