A study commissioned by Magazine Networks shows advertising campaigns which include print magazines in their media channels have a 22 per cent increase in brand trust.

According to the study conducted by research firm Fiftyfive5 adding print delivers greater uplift than the average uplift of any other two media channel combinations. There was a 55 per cent increase in brand favourability and a 29 per cent increase in purchase intent.

Printed magazines in Australia have been hit hard by the digital onslaught, with some closing down and some migrating to digital only.

Magazine Networks says its study aimed to measure brand health and ad impacts metrics across 24 brands in categories such as FMCG, automotive, retail, pharmaceutical and furniture/appliances.

The impact of pairing print magazines with other channels had more than nine times more likely in brand interest with newspapers compared to two times more likely to have a brand connection with radio.

[Related: Magazine sales buck trend beating online]

It is 2.6 times more likely for brand advocacy online when paired with print magazines and it is 1.9 times more likely to have brand favourability when paired with TV.

When print magazines are paired with outdoor media it is 3.2 times more likely to get brand interest.

Fiftyfive5 surveyed 3000 consumers online dividing them between magazine readers and non-magazine readers.

Magazine Networks is the marketing body of glossy magazine publishers funded by Bauer Media, Pacific Magazines and NewsLifeMedia.

Earlier this month the enhanced media metrics total media and magazine audience report for June 2016 to May 2017 showed the majority of popular printed magazines earned more sales revenue in the past year per month than their online sites. 

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

Sign up to the Sprinter newsletter