MPA Survey: Magazines Most Relevant to Readers

Folio: The Magazine for Magazine Management, Nov, 2000 by Kevin Giordano

A new survey by the Magazine Publishers of America shows consumers prefer to curl up with their favorite magazine rather than sit in front of the tube or surf the Web.

Consumers cited magazines as the most personal medium and relevant source of information, compared with television and the Internet, according to the recently released study by the MPA.

The survey marks the first time the MPA has mailed out questionnaires directly to consumers. Of the 8,000 adults who were contacted, approximately 4,400 responded--a 57 percent response rate.

The survey, called Media Choices 2000, says that 39 percent of consumers choose magazines over cable and network television because magazines are tailored specifically to their needs.

About 35 percent of the consumers surveyed said magazines contain information that is relevant to their lives, and 43 percent said they are more likely to trust magazine advertising over ads in other media.

But the trust factor can depend on what type of product is being sold--and through what medium. For instance, the survey found that among the consumers who bought a car in the past six months, 34 percent found the Internet their best source of information, while 30 percent said magazines were the most helpful.

"Magazines aren't the end-all," says Alan Jurmain, executive vice president and director of media services at ad agency Lowe, Lintas & Partners. "But in the total mix, they help create the balance all our advertisers are looking for."

The Strength Of Magazines

Magazines score well above other media in a recent MPA study in terms relevance and personalization.

Most Personal

The medium that is tailored to meet my individual needs.

Magazines: 39%

The Internet: 29%

Cable TV: 19%

Network TV: 13%

Most Relevant

The medium that contains information that I am usually interested in.

Magazines: 35%

The Internet: 30%

Cable TV: 20%

Network TV: 15%

SOURCE: THE MAGAZINE PUBLISHERS OF AMERICA