The Q3 2026 IPA Bellwether Report brings encouraging news for published media, with more marketers increasing than reducing their budgets in the category for the first time in three years.
The net balance for published media reached +0.8%, up from -8.3% in Q2, against a backdrop of improving marketing budgets overall.
But there’s another important message in the report.
IPA Director General Paul Bainsfair warned against getting too focused on short-term activation at the expense of long-term brand building.
It’s a timely reminder that while driving immediate sales matters, brands also need to invest in building demand for the future.
And that’s where magazine media has a strong role to play – connecting brands with engaged audiences through trusted editorial content and high-attention, brand-safe environments.
Encouraging signs for the market, and another reminder of the importance of balancing short-term results with long-term growth.
