Despite important changes in media consumption in recent years, consumers continue to have most trust in advertising in magazines and newspapers. It seems the power of the printed word still rings true and has great value when evaluating advertising.

Readers become deeply engaged with their magazines. As a result a strong relationship, a bond of trust, grows up between the reader and his or her chosen magazines.

The intimacy between reader and magazine benefits advertisers. The magazine environment delivers a reader in the right frame of mind to be receptive to the advertising. In the sympathetic context of the right magazine, the strong positive brand values of the magazine can transfer onto the advertisements