The Print Council

AT PRINT 09, The Print Council released a new position paper that lists 10 strong reasons why print is a sustainable and environmentally responsible communications medium. Titled "Why Print Is Green," the new report describes specific ways in which print is green—from the responsible products used, renewable energy sourced, increased recycling rates, improved design and delivery methods.

This research demonstrates that the way a person experiences a magazine or newspaper can affect the way the person reacts to advertising in the publication.

Advertising in broadcast media is more likely to be avoided than print advertising.

A look at the long-term effectiveness of multimedia advertising for two major competitors in the American sports utility vehicle industry. The study found that, in the long-term, magazine advertising was more effective than network TV advertising for both brands.

The fight for local media advertising is between newspapers and radio foremost, and then between direct mail, Yellow Pages, and cable TV.

This classic academic study finds few significant differences in advertising effectiveness regarding printed matter (out of home posters) and Internet media.

This study is important due to its methodology for it enables retail marketers to fine-tune their media strategies. It provides "a research framework to evaluate the extent to which advertising exposure correlates with changes in retail store visit behavior."

This academic study finds that consumers find that print ads are seen as least annoying, whereas advertising in broadcast media is seen as most annoying.

Print ad content, when perceived as meaningful, results in consumer retention of ad details and being able to recall later when prompted. Contrarily, if a print ads strength is its attractiveness, consumers are not as likely to recollect ad details and facts, but instead to simply recall the brand name or product.

A compilation of top-line synopses of research and data on marketing media mix effectiveness, with a focus on magazine advertising.