It’s a breath of fresh air for the beleaguered magazine industry: a new study of magazine advertising showing that magazines are the most cost-effective means of influencing consumer behavior during the “purchase funnel,” beating out TV and online media. The Marketing Evolution study is a continuing study based on a survey of 38 different studies commissioned by various clients in recent years, per MediaPost. According to the study, magazines dominated purchase intent, influencing 145 people versus 100 for TV and 68 for online. As a per capital expenditure, magazines cost about $1.23 per individual impact versus $1.77 for TV and $2.61 for online, the study said.
