Trusted media environments more effective, magazines argue
Trust and trusted environments recently made the news. So the global Edelman Trust Barometer showed that consumers' trust in online platforms declined (-2 points, 51% agreement) while trust in journalism peaked to an all time high in 2018 (+5 percentage points, 65% trust in source for general news and information). This summer, by means of neuromarketing techniques, a Dutch survey conducted by Sanoma showed that ads on trusted platforms were more effective when it comes to brand preference. In the UK, Magnetic Media also emphasized the added value of trust in media. They relate this to findings made by Peter Field *: media plans including print, and more precisely magazines, are 40% more effective than plans without this medium.
* Peter Field, together with Les Binet, have published 3 major reports on marketing effectivenes in 10 years, the latest one in 2017.
Illustration: a campaign from MMA US, that emphasizes the importance of trust in magazines.