Magazine brands still hold sway on the path to purchase

Published: 18 Nov 2024

Nicola Bates, chief commercial officer, Bauer, shares insight from their latest motors research study into how magazine brands can influence motors purchasing decisions.

Henry Ford, ‘the godfather of modern motoring’, famously once quipped that customers could purchase one of his vehicles “in any colour they liked as long as its black”. A statement at the start of the 20^th Century that an era of mass production had arrived.

The ability to manufacture vehicles at scale was a game changer for the automotive industry ushering in the car’s position as a convenient mode of transport. At a similar time progress in print production processes meant magazine brands were able to reach audiences at scale delivering meaningful content on everything that mattered (and some things that didn’t) to people on mass.

It’s safe to say that we now operate in a world where this mass scale must meet increased consumer desire for flexibility. They now have and expect unparalleled choice in how and when they access our content and connect with our partners.

Uncovering the power of modern magazine brands

At Bauer, we wanted to get a deeper understanding of the role that our products play in our audiences’ purchasing decisions. So, we teamed up with automotive content and commerce specialists Autovia and leading cross-platform measurement company Sophus3 for a unique study.

Together we set out to examine the dynamics at work in the automotive sector. Where are consumers typically making their purchasing decisions? And what role do our brands have to play in that process?

Sophus3 analysed data from millions of digital customer interactions across leading car manufacturers and four leading automotive magazine brands – Parkers, CAR, Auto Express and carbuyer – in the UK’s biggest user journey study based on observed digital behaviour.

It highlighted three important trends that still speak to the sway that magazine brands hold on the path to purchase.

Premium publishing brings audiences to brands

The study found that publishers saw more quality visits compared to car brands both pre-journey (interested in autos) and in-journey (considering purchasing) with an increased share in the latter as customers move towards transaction.

Overall, the average publisher generated more than four times the traffic of a car brand and more pre-journey and in-journey interactions than all 22 car brands combined in the 60 days of the study. And if we narrow this down to in-journey visits only then the publisher sites generated one million additional visits, the equivalent of an estimated five million additional visits by a car buyer.

This demonstrate the power that premium publishers have in influencing consumer decisions ahead of that critical moment where they commit to making a purchase decision particularly in high-spending categories where a considered purchase is made.

Quality content influences today’s buyers

The study found that publisher websites also drew in more engaged audiences overall relying less on paid audiences). This organic reach also meant audiences would typically return to the publisher website more often to continue their research ahead of purchase. A demonstration of the deeper, trusted relationship they have with that brand.

Perhaps crucially more of the traffic to publisher websites came in the invested and engaged phase of the purchase journey. This was the point where consumers were focused on gathering more information where they are looking to make a decision.

By contrast manufacturer brand website visits were more focused on validation and spec with their share of visits increasingly at the moment that the customer wanted to transact. This speaks to the important role that that trusted content plays in helping a buyer consider the different options and in giving them the confidence to interact.

Content helps consumer embrace new worlds

Publishing brands are also in a position to impact the way that consumers see new innovations in their areas. Sophus3 also looked at how consumers attitudes shifted in content the biggest area of innovation for car brands – electric vehicles.

Typically, consumers considering electric vehicles spent more time researching the area on publisher sites, which is understandable particularly if it’s the first time that they are making the leap to electric. They were also twice as likely to display decision making behaviour on publisher sites.

This makes it even more important that brands appear in front of their consumers at this critical moment before these shoppers are lost to a competitor.

This taken with the other findings in the report show that consumer brands should have confidence in publishers’ ability to deliver quality content that helps people make informed decisions about their purchases.

Whichever colour they’re choosing.

For more information about the latest research, contact advertising@bauermedia.co.uk