New research suggests printed advertising is outperforming online marketing
We're surrounded by advertising. Scroll through social media, browse a website, watch a video or check your emails, and there's a good chance you'll encounter dozens of adverts along the way.
But how often do those adverts actually make you feel good about a brand? And how many do you remember five minutes later?
New research suggests that printed magazine advertising might have an advantage when it comes to how people feel about the messages they see.
According to a recent report highlighted by Printweek, printed magazine adverts are outperforming social media and influencer advertising in areas including happiness, trust and relevance.
It's an interesting finding, particularly at a time when so much marketing activity takes place online. So, what does it tell us about the value of print, and how can businesses use these insights to make their own marketing more effective?
One of the most interesting findings comes from the FIPP Global Print Impact Study 2026, commissioned by FIPP and UPM Communication Papers.
The research found that 63% of regular magazine readers said magazine adverts make them happy, compared with 39% for influencer advertising. It also found that 66% of magazine readers said reading magazines leaves them feeling good about themselves.
These figures relate specifically to magazine reading and advertising, rather than every type of printed marketing. However, they offer an interesting insight into the way people can respond to advertising when it's part of an enjoyable experience.
Think about the difference between flicking through a magazine you're interested in and having an advert interrupt a video or appear halfway through scrolling through your social media feed.
In a magazine, an advert can sit alongside content you've chosen to read. It might introduce you to a product you've never heard of, inspire your next purchase or give you an idea you wouldn't otherwise have considered.
That creates an opportunity for advertising to feel less like an interruption and more like part of the experience.
For businesses, that's an important distinction. Marketing isn't simply about being seen as often as possible; it's about making a positive impression when you are seen.
Customers need to trust your business and print can offer a different environment for customer perception
Getting someone's attention is one thing. Giving them a reason to trust your business is another.
The same research found that 52% of respondents agreed that magazine advertising is trustworthy, compared with 33% for social media advertising and 28% for influencer advertising.
Of course, trust depends on much more than the format an advert appears in. Your reputation, the quality of your products or services, the accuracy of your claims and the experience you provide all play a part.
However, the research suggests that the environment in which people encounter an advert can influence how they perceive it.
For businesses, printed materials can provide an opportunity to demonstrate professionalism and attention to detail. A well-designed brochure, carefully produced leaflet or thoughtfully presented direct-mail piece gives customers something tangible to engage with.
This is particularly useful when people are making decisions that require confidence, such as choosing a local tradesperson, comparing services or deciding which company to approach for a quote.
Your printed materials won't build trust on their own, but when the design, messaging and quality reflect the service you provide, they can help reinforce a positive impression.
Here's an important point: print isn't automatically effective simply because it's printed.
The research found that 72% of readers notice magazine adverts more when they relate to their interests. It also found that 70% pay more attention when an advert matches the editorial content around it.
In other words, context matters.
An advert for gardening equipment is likely to feel more relevant to someone reading about gardening than to someone looking at an unrelated topic. The same principle applies to other forms of marketing: the more closely your message matches someone's needs and interests, the more likely it is to catch their attention.
This is something businesses should consider before ordering any print.
A leaflet delivered to the right neighbourhood, a brochure aimed at a specific type of customer or a promotional card given to someone at exactly the right moment can all be more useful than a generic message sent out to everyone.
The lesson is simple: good print marketing starts with understanding your audience, not choosing a product.
You don't need to advertise in a national magazine to benefit from the principles behind this research.
Businesses of all sizes can use printed marketing to reach relevant audiences, communicate clearly and create a more considered customer experience.
Here are a few ways to put those ideas into action.
A gardener could promote seasonal garden clearances, a beauty salon could introduce a new treatment, or a tradesperson could let nearby households know about a service they offer.
The key is to give people a reason to pay attention. Focus on a relevant need, make the benefit clear and include an obvious next step, whether that's visiting your website, calling for a quote or booking an appointment.
If you're selling holidays, offering specialist services or providing products with several options, a brochure gives you room to explain what you offer without squeezing everything onto a small advert.
You can use photographs, useful information, clear headings and a well-planned layout to guide readers through the details at their own pace.
A brochure should do more than list features. It should help customers understand why your offering is right for them.
Direct mail could include a personalised offer, a seasonal reminder, an invitation to an event or information about a new service.
The more relevant the message, the better. A carefully targeted mailing with a clear purpose is much more likely to make an impression than sending the same generic message to everyone.
Thank-you cards, appointment reminders, welcome packs, product information cards and branded packaging can all help create a consistent experience once someone becomes a customer.
These smaller details may not generate an immediate sale, but they can help reinforce your brand, make customers feel valued and encourage them to come back.
And because these materials are often encountered during an existing customer interaction, they have a clear purpose beyond simply attracting attention.
This isn't an argument for abandoning digital marketing.
Social media, websites, email campaigns and online advertising all have important roles to play. They can help businesses reach new audiences, share updates quickly and direct customers towards an action.
Print offers something different, and the two can work particularly well together.
For example, a printed leaflet could introduce a local business and direct readers to its website. A brochure could include a QR code linking to a video or booking page. A direct-mail campaign could encourage customers to sign up for email updates or take advantage of an online offer.
The important thing is to give each channel a clear job.
Use print to make a physical impression, provide useful information or reach people in a particular place. Use digital channels to offer further details, encourage interaction or make it easy to take the next step.
When everything works together, customers can encounter your brand in several different ways without feeling as though they're seeing the same message repeated endlessly.
Print and design quality are your highest priorities with print marketing
Whatever format you choose, the quality of the marketing itself matters.
A poorly designed leaflet with an unclear message won't suddenly become effective because it's printed on paper. Equally, an expensive brochure won't deliver much value if it doesn't explain what you offer or give readers a reason to get in touch.
Effective print combines several things: relevant messaging, thoughtful design, appropriate imagery, readable text and a format that suits the purpose.
This is where professional graphic design can make a real difference.
A designer can help you decide what information to prioritise, how to guide the reader's attention and how to make your materials consistent with the rest of your branding. They can also help ensure that the artwork is prepared correctly for print.
It's about making sure the finished product looks good, communicates clearly and supports the result you're trying to achieve.
The findings highlighted by Printweek provide an encouraging reminder that printed magazine advertising still has a valuable place in a world full of digital messages.
The research doesn't mean print will always outperform digital, or that every printed advert will make people happy. What it does suggest is that the experience surrounding an advert matters, and that print can offer opportunities to build attention, trust and positive associations with a brand.
For businesses, the takeaway is worth remembering: don't choose your marketing channels simply because everyone else is using them. Think about your audience, the message you want to communicate and the experience you want people to have when they encounter your brand.
At GP Print, we help businesses bring those ideas to life with professionally printed marketing materials and graphic design. Whether you're planning a targeted leaflet campaign, creating a brochure, promoting a new service or looking for ways to make your branding more consistent, we can help you find the right approach.
Want to make a better impression with your next print campaign? Get in touch with GP Print and let's talk about what you could create.
