I've always maintained that print media acts as a driver to online content. Why? While newsprint is experiencing difficulties and some broadsheet news media are even scaling down to tabloid, informative magazines are in a class of their own. Well, anything you touch and move around has greater affinity with your senses and there's nothing better than the feel of smooth glossy / coffee table type magazines.
They are also focus the attention of the reader/viewer better than e-editions that compete on tablets with a range of different apps. In the South African B2B media, this is especially true, which is why I always advise my clients to advertise in professional magazines.
Therefore I find the article written by Steve Smith in MinOnline at http://www.minonline.com/news/20519.html to be very relevant.
"Google and Ipsos find that 48% of smartphone readers are performing mobile queries off of ads they see in magazines. In this regard, print holds up well with other media, since only 35% of smartphone users search off of poster and billboards, while 57% do so from in-store promotions and 58% from TV. Magazines in particular are key drivers of the mobile ecosystem."
Take a look and see if you agree!
Gareth
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