September 8, 2008 6:36 PM
- Text
Now it's Magazines that Drive Traffic to the Web
(MoneyWatch) 
For the first half of 2008, magazine ad revenue fell by 7.4 percent. Through an industry trade group, the Magazine Publishers of America, this sector of the media industry is launching an aggressive campaign to convince ad buyers that magazines move merchandise.
In a new twist, the campaign argues that magazines create a state of "purchase intent" in consumers, many of whom will then go online to make their purchase. The campaign is called "Under the Influence of Magazines," and among the research it references are these two tidbits:
* People are two times as likely to visit a website after seeing a magazine ad.
* Seeing a magazine ad increased web traffic by more than 40 percent.
It wasn't long ago that media people were trying to use websites to drive traffic to their print products. At least to some extent, this campaign argues for the opposite -- magazines drive traffic to the web.
For the first half of 2008, magazine ad revenue fell by 7.4 percent. Through an industry trade group, the Magazine Publishers of America, this sector of the media industry is launching an aggressive campaign to convince ad buyers that magazines move merchandise.In a new twist, the campaign argues that magazines create a state of "purchase intent" in consumers, many of whom will then go online to make their purchase. The campaign is called "Under the Influence of Magazines," and among the research it references are these two tidbits:
* People are two times as likely to visit a website after seeing a magazine ad.
* Seeing a magazine ad increased web traffic by more than 40 percent.
It wasn't long ago that media people were trying to use websites to drive traffic to their print products. At least to some extent, this campaign argues for the opposite -- magazines drive traffic to the web.
Latest Now in MoneyWatch
- Insurers respond cautiously to contraceptive plan
- Judge: Legally, breastfeeding not related to pregnancy
- Budget deficit drops to $27 billion in January
- Why the Powerball Jackpot is part of my investment strategy
- Is the new VW Beetle diesel worth the money?
- Consumer sentiment highlights risks to recovery
- Valentine blues? 10 best cities to be single
- December trade deficit widens to $48.8 billion
- Alcatel-Lucent returns to profit in 2011
- 6 things never to say in a performance review
- $26B mortgage deal: Who gets the money?
- Friendly's CEO steps down
- Quarterly loss hits $3.3B at Postal Service
- Greeks rail against cuts as EU demands more
- 6 things you should never share on Facebook
- Make moves now to increase financial aid
- Valentine's Day: 9 places to save
Latest CBS News Headlines
on Facebook
on CBS News
- Heather Mills says McCartney calls were hacked
- Oscar statues fly from Chicago to Los Angeles
- Oscar statues fly from Chicago to Los Angeles
- TV producer lands in Mexico to face murder charges
on Facebook
- Adele sings a cappella for Anderson Cooper
- Josh Powell had "incestuous" images on his home computer, authorities say
- Adele sings a cappella for Anderson Cooper
on CBS News
