FIPP study highlights trust and returns from print advertising
FIPP, in partnership with UPM, presented The Enduring Impact of Print Advertising at the FIPP World Media Congress in Madrid. The report examines trust, reader engagement, long-term advertising returns and the evidence publishers need to attract investment.
Its findings draw on the FIPP Global Print Impact Study, with research conducted by RAM and Salomo among magazine readers, non-readers and advertising professionals. The report was written by Peter Houston, Publishing Director of Flashes & Flames and MediaVoices, with the research led by customer strategy, data and insight consultant Amanda Wigginton.
Houston and Wigginton presented the findings alongside Kati Murto, UPM Vice President for Brand, Marketing, Communications and Sustainability.
FIPP CEO Alastair Lewis described the report as a practical resource for demonstrating print’s continuing effectiveness and identifying opportunities for publishers. Kati Murto said the findings supported UPM’s view of magazines as a trusted environment for consumers and advertisers, with strong returns and relevant, brand-safe audience engagement.
Trust and editorial context
Magazine advertising ranked highest for trust in the study. Half of the total sample trusted magazine advertisements for products and services, while 52% agreed that magazine advertising was trustworthy. The corresponding trustworthiness figures were 33% for social media and 28% for influencers. Only 14% expressed distrust of magazine advertising.
Among magazine readers, 76% valued the fact that print content had been edited by experts, and 58% said they trusted what they read. A further 56% felt that magazine advertisements had been vetted by the surrounding editorial team.
Human editorial work also influenced trust: 66% of magazine readers trusted their favourite title more because people, rather than AI, created it. Some 76% enjoyed the physical act of reading, while 66% of regular readers said print left them feeling good rather than drained by screen time. More than 60% used magazines to reduce their screen exposure.
Advertising as part of the experience
The report also cited Ofcom research in which 56% of social media users reported encountering false or misleading online news during the previous year. It referred to an April 2026 SQ Magazine report estimating that intrusive advertising and privacy concerns had led more than 900 million users to install ad blockers, with annual publisher losses estimated at US$54 billion.
By contrast, 60% of magazine readers considered advertising part of the reading experience. Some 46% would miss it if removed, and 46% regarded the advertisements as relevant. More than half, 54%, were more likely to buy an unfamiliar brand when it appeared in a print magazine than in a social media post.
Reading habits and personal connection
The research found that 41% of respondents aged 18–34 were reading magazines more often. Across all age groups, the figure was almost 30%, rising to 43% among regular magazine readers. Enjoyment of the reading experience was cited by 55%, while 46% sought time for themselves.
Some 62% of readers felt a close connection to their favourite magazine’s brand and values. A further 64% believed print provided a more meaningful connection with their community than brief digital updates.
Readers’ main motivations included learning (42%), finding ideas and inspiration (38%), relaxation (38%) and entertainment (33%). Their interests extended across subjects such as food, culture, wellbeing and finance.
More than half of magazine readers, 54%, were willing to pay for a subscription to quality content from a favourite brand. Magazines were considered a valuable use of time and attention by 69%, while 77% regarded reading time as well spent.
Advertising relevance mattered: 72% paid greater attention to advertisements related to their interests. Among regular readers, 63% said magazine advertisements made them happy, compared with 39% for influencer advertising.
Advertising performance and returns
The report cited a long-term return of £6.36 for every £1 invested in print advertising. A five-year RAMetrics analysis covering more than 3,500 campaigns found stable key metrics and a meaningful effect across the purchase journey.
Magazines received full attention from 51% of the total sample, close to television’s 52%. The magazine figure rose to 57% among readers and 66% among regular readers. Some 64% often returned to the same issue several times.
Some 41% of readers said they were unlikely to do anything else while reading magazines, compared with 44% for newspapers; the report placed both ahead of screen-based formats for single-task engagement. Magazine advertisements made 45% of all respondents feel happy, rising to 63% of regular readers.
Only 15% of print readers reported taking no action after seeing an advertisement. Reported responses included searching for information (34%), discovering a product (39%), recommending it to someone else (27%) and making a purchase (30%). These responses can overlap.
Marketing professionals asked publishers to demonstrate access to specialised audiences, build integrated partnerships, emphasise brand safety, connect print with other channels and provide clear measurement of return on investment. The report is available in an extended digital edition, with printed copies offered to congress delegates.
