According to a study by MediaVest, magazines are more trusted than online for content in the three areas of entertainment, food/cooking, and fashion/beauty. But online is more trusted for health/wellness information.
Here are the five key findings of the study:
1. Print is more trusted than online in every category but Health/Wellness. Readers find print more trustworthy than online by a margin of 24 percentage points for Fashion/Beauty, 7 points for Food/Cooking, and 5 points for Entertainment.
2. Readers find online more Health/Wellness more trustworthy online than in print by a margin of 3 points.Despite the abundance of online content, few see online replacing print, with just 12% of respondents strongly believing that a publisher’s website could easily replace the printed magazine within the next 5 years.
3. Titles fail to deliver value online. 79% of dual magazine/online users agree that the online site should provide something new & different from the magazine. However, only 44% strongly believe that the publishers’ sites are actually offering something unique.
4. Low duplication between print and online. Hovering between 1% and 6% for all categories but entertainment, where for certain titles, duplication reaches 10% at most.
5. Fashion/Beauty relies most faithfully on the printed publication, as it focuses on general trends. People are seven times more likely to go to the print publication for this category.
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