‘Moments of magic’: What the new data says about print’s value
Amanda Wigginton, a customer strategy, data and insight specialist, on what new FIPP research reveals about why print still matters to readers and advertisers – and what publishers need to prove next.
Amanda Wigginton will speak at the FIPP World Media Congress, 13-15 October, Madrid, Spain
“Print’s moment is right now.”
For Amanda Wigginton, the latest research into print magazines suggests a number of shifts are converging at the same time: advertisers are scrutinising where their money goes more closely, audiences are looking for respite from digital overload, and trusted, human-created content is becoming more valuable.
“In my day-to-day life as a consultant, I spend my time identifying ‘moments of magic’ – those audience shifts, market trends or cultural changes that can accelerate a brand or fuel a successful new product,” she says.
For Amanda, the findings from FIPP’s Global Print Impact Study captures one of those moments.
The research forms part of a wider report on the impact of print advertising, which will be launched at FIPP World Media Congress in Madrid. Amanda will present the findings alongside Peter Houston and UPM’s Kati Murto.
Almost 2,000 people globally responded to the research, which drew on data and insight from RAM and Salomo to explore the role print magazines play for readers and advertisers.
“Print magazines are as relevant now as they have always been – and that might actually be surprising for some people out there,” Amanda says.
Choosing a different media experience
One of the shifts she sees is a growing desire for something different from the constant flow of digital and social media.
Readers, she says, are increasingly choosing print as a way to step away from misinformation, screen fatigue and social media overload. Amanda says that pattern is particularly noticeable among younger audiences.
“The turn to print magazines as a conscious choice to have a break from digital was especially the case among younger audiences, who are most exposed to the fallout of these digital environments.”
The research also points to the emotional experience of print. Two-thirds of readers surveyed agreed that print magazines leave them feeling genuinely good about themselves.
Amanda believes those qualities matter to advertisers too. “Advertisers are increasingly questioning where their ad investment – and ads – are going,” she says. “Brand safety, the right contextual fit and quality environments are increasingly key criteria for investment decisions.”
Another factor is the growing visibility of AI-generated content.
“The human edit is still vital,” Amanda says. “It directly translates to trust.”
For publishers, she believes that creates an opportunity to make more of qualities magazines have long relied upon: editorial judgment, trusted environments and a clearly defined relationship with their audiences.
Print packing a punch
Amanda sees print’s value in the wider media mix in the foundations it can build around a campaign: awareness, memory, trust and engagement.
Data from more than 3,000 campaigns in RAM’s RAMetrics database, she says, shows magazine advertising continuing to build awareness and recall, drive consideration and contribute to sales.
“Print still packs a strong punch.”
As part of the survey, FIPP and Salomo also asked 20 brand marketers and media agencies what they needed from magazine publishers to secure increased investment.
“The number one thing – which has been the case for as long as I can remember – is to provide robust measurement that demonstrates the clear ROI and business impact of spend,” Amanda says. “Advertisers love print’s context, trust and premium environment, but are held accountable to performance metrics and business results.”
For publishers, that means making the evidence easier to see.
Amanda argues that publishers need to measure advertising partnerships more consistently, share case studies and give advertisers clearer evidence of performance. They also need to be transparent about their audiences – whether through subscriber data, readership trends or evidence that a particular editorial context delivers strong results.
“One of the greatest powers magazines have is providing direct access to highly targeted niche specialist communities that advertisers want to be part of.”
She sees the findings as part of that process, rather than the final word. “Our collective next step is working together across the industry to bridge this proof gap.”
Making print work harder
Amanda also points to brands already using print in ways that take advantage of its physicality and context.
She cites Diet Coke’s The Devil Wears Prada 2 advertisement in Vogue as an example of timing, targeting and messaging working together, and Boots’ partnership with HELLO! Fashion, which used a 3D pop-up execution to showcase its growing beauty range.
For Amanda, examples like these matter because they show what print can do rather than simply making the case for it in theory. That is also where she believes publishers should focus now: using fresh evidence to challenge outdated assumptions and articulate print’s role in today’s media mix.
“It’s about looking forward and confidently articulating the value of print magazines today,” she says, “and celebrating print’s ongoing relevance, power and ability to deliver real, measurable ROI.”
