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MPA: URLs in Print Ads Drive Website Traffic

Print ads are successful in driving readers to advertiser websites, according to a new study from the Magazine Publishers of America.

Perhaps not surprisingly, ads that include web addresses are up to three times more likely to drive readers to a website than ads without web addresses, writes MediaPost.

The success of the ad-URL combo is most pronounced in the home, women’s service and travel categories, with web addresses in print ads being 103 percent, 98 percent and 186 percent (respectively) more likely to drive readers to a corresponding website than ads without URLs.

Other categories that showed lifts were fashion (52 percent lift), financial (22 percent) and men’s (38 percent).

The research was done by VISTA’s print effectiveness ratings service. It analyzed 833 ads in seven magazines.