Yet another study supports the strength of magazines as an online traffic driver. BIGresearch’s August 07 released "Simultaneous Media Survey" of 15,439 consumers shows magazines as the top offline media driving Web traffic. Here is the chart that tells the tale:

Top 10 Media that Trigger an Online Search (Adults 18+)
51.6% Magazine
47.7% Read an Article
44.2% TV / Broadcast
41.3% Newspaper
35.6% Cable TV
35.3% Face-to-Face Communication
33.8% Coupons
30.3% Email Advertising
29.3% Direct Mail
28.2% Radio

Use it on a call:

This study does NOT say that magazines generate more Web traffic than online media, such as web banners etc. This study compares offline media (with the odd exception of "e-mail advertising"). The argument you have to first make, on a call, is that people still spend most of their lives OFF line. Then present the case for magazines as the top offline Web traffic builder for when those offline people get back online.