UPM Communication Papers
 
 

Produced by FIPP in partnership with UPM Communication Papers, this new report brings together fresh evidence on what makes print advertising work today, from a surprising finding about how reading a magazine affects mood, to new data on trust, attention and commercial return. Download the full report to see what the research reveals.

What's inside

  • The Trust Premium: why magazine advertising is the most trusted format among readers, ahead of social media and influencers
  • A Safe Space: how editorial oversight gives brands a level of context and credibility that algorithms can't replicate
  • A Badge of Belonging: why readers display, keep and pass on their favourite magazines
  • The ROI of Print: the commercial case for print, backed by long-term return on investment data
  • What Advertisers Need from Print Publishers: direct insight from marketers on what it takes to win a bigger share of their budget
 

The FIPP Global Print Impact Study 2026 was commissioned by FIPP and UPM Communication Papers and independently conducted by RAM UK in Q2 2026 among 1,923 adults across Europe, the UK, North America and Australia. The study explored perceptions of print magazines, audience attitudes, trust, attention, advertising effectiveness and purchase influence. The research also includes 100 AI-moderated interviews, conducted by Salomo, and insights from more than 3,400 print magazine advertising case studies.

 
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