The study, which was conducted by MediaVest on behalf of Avon following the launch of its Mark brand, demonstrated that for health and beauty products, print advertising outranks online ads.

“People are much more likely to pay attention to magazine ads than online ads,” said MediaVest senior vice president David Shiffman. “Magazine advertising is a key part of the magazine experience.”

The study, which included an online survey of 1,500 adults aged 18-34, revealed that 55% of respondents used magazines once a week for entertainment and celebrity news, compared to just 37% who used the web.

In addition, 41% of respondents said that they check magazines at least once a week for fashion and beauty news, compared with just 20% who used the internet for the same purpose.

“Print is still the number one source, the trusted source, for beauty and fashion. It would be a loss for the brand strategy if we did give up on print,” said Maria Givens, senior manager for global media at Avon.

Read the original article at www.printweek.com.

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