Circulation figures and ad revenues may be spiralling downward in magazines and newspapers, but new research from trade organisation DMA suggests there is still value in print.
According to findings from the DMA’s Mobilising print media survey, 54% of consumers often visit a brand or charity’s website in response to receiving a piece of advertising mail, door drop or insert.
Of the 1000 UK adults polled, it was reported that the consumers which were pushed to online channels from print marketing were three times more likely to visit the advertiser’s website on a desktop machine than a smartphone or tablet.
Consumer integration
Even with the release of these results, Nick Barnard, chair of the DMA Inserts Council and head of Telegraph Reach at Telegraph Media Group, reiterated the key role a consumer can play in multi-channel media.
“Today, the path to purchase is more complex than often thought, particularly on how certain media channels are perceived.
“What media owners, agencies and clients need to remember is that in the end the consumer is always the most integrated and important person in the marketing mix.”
The DMA has collated more insights from its survey in the following infographic:
