Why trusted editorial brands?

Invest in quality. Invest in trust. Invest in magazine media.

1

The Quality Advantage: Be seen where it counts

Trusted editorial brands stand out as beacons of quality in a complex and crowded media landscape. Choosing quality, safe, trusted environments offers advertisers a strategic advantage, enabling them to accelerate conversion and maximise impact 

2

Unmatched trust and influence

Trust is the catalyst for impact. Audiences intentionally seek out trusted editorial brands, engaging deeply rather than passively scrolling. This engagement leads to higher receptivity and connection with content and advertising.

No.1

for trust (83%), relevance (74%), accuracy (69%), and engagement (73%) – outperforming all other channels.

Source: Ofcom

79%

of consumers say editorial brands help them make decisions, +68% more than social media.

Source: Ofcom

90%

of adults trust what they read in their trusted editorial brand, across print and digital. 

Source: PAMCo

3

Quality content pays off

Trusted editorial brands are THE platform for authority. Built on a foundation of proven expertise, and delivering content that is curated, always fact-checked, and contextually relevant.  

Brand Safety, Guaranteed

Brands appear in the safest, most respected spaces across platform.

Source: Ofccom

Premium
attention

67% of consumers are more likely to pay attention to ads relevant to the content.

Source: ISBA

The Quality
'Halo Effect'

Quality content creates a positive association for advertisers. As a result ads in trusted editorial brands are seen as part of the experience – less intrusive, and more relevant.

Source: RAM

4

Passions drives purchase

Quality content attracts and engages passionate, specialist communities. Trusted editorial brands connect advertisers to these highly influential audiences. 

Meaningful customer connections

Engaging audiences that are more informed, in-market to buy, and more likely to influence their peers. 

Source: Ofccom

+86%

increase in discovery. Passionate communities are more likely to be inspired. Visitors to trusted editorial brands consume 86% more food-related topics online per month than non-visitors.

Source: Craving Conversion: From content to cart

77%

feel positive when reading magazines. Ads placed in positive, trusted environments result in significantly increased purchase intent, brand favourability, and brand preference.

Source: Hearst

5

Return on Quality: real results, real impact

Trusted editorial brands are highly influential, guiding consumers through the decision-making process, creating a valuable environment that enables advertisers to connect directly with audiences primed for action.

Full funnel
impact

Trusted editorial brands play a key role at all stages of the purchase funnel – inspiring audiences, driving consideration, and delivering conversion. Visitors to trusted editorial online food brands drive 30% higher consideration, and 43% higher check out rates compared to non-visitors.

Source: Craving Conversion: From content to cart

3x

the conversion rate of social media at the point of purchase, outperforming every other channel at this crucial stage.

Source: Craving Conversion: From content to cart

Measurable
ROI

The highest ROI among media channels. Print media delivers the highest return on investment (ROI), with over £6 of profit for every £1 spent on print advertising – despite receiving less than 5% of total ad spend.

Profitability 2, Thinkbox

Want to demonstrate the power of trusted editorial brands?

Download our deck

See how leading brands have grown awareness, increased consideration and drive sales through trusted editorial

Freshlay Farms – The Golden Touch

Country Living – Access for All

Warner Hotels

Next: Autumn/Winter

Future drove a +60% preference increase for Next

Taylor & Colledge

Immediate boosted prompted awareness (+113%) for Taylor & Colledge

Boursin: Summer begins with Boursin

Immediate drove a +17% uplift in intent to purchase

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