New studies highlight print’s power and effectiveness

New research from 72Point and Purposeful Relations, which looked at traditional media’s influence in the age of AI, has found that while the UK public now trusts AI more than social media influencers or the government, traditional media still remains more trusted.

The new whitepaper, ‘Traditional Media’s Influence in the Age of AI’, has found that 44% of more than 5,000 UK adults polled said they trust AI, nearly twice as many as those who trust influencers (24%).

But traditional media (print, digital and TV) remains trusted by 55%, compared to 38% for government.

89% of respondents said they expect the media to be transparent about its use of AI, and 74% are concerned about AI in journalism.

Separately, publishing agency Title Media asked over 2,000 people to reveal how they engage with media, including online, via social media, websites, print publications, audio, and video.

The research explored where readers turn for information, what formats they trust, and what influences their purchasing decisions. Respondents shared their habits across print, digital, and social platforms.

Among its key findings, 66.7% of respondents said they would buy something after seeing it in a printed magazine, while 64% said they trust print content more than online sources, with respondents saying it feels more credible, premium and permanent.

Digital scored higher for convenience and speed, but audiences cited ad fatigue and data-privacy concerns as major turn-offs.

58% said they give print their full attention, compared with just 21% for digital.

Additionally, 42% said they had gone back to magazines recently, citing both a break from screens and the pleasure of holding something physical.

Sam Harrington-Lowe, managing director of Title Media, said: “Our aim was to get beyond assumptions. Marketers are realising that print isn’t dead – in fact quite the opposite. It’s become a mark of respect and credibility.

“When a brand invests in print, it signals quality and attention. Yet digital still shines when it comes to immediacy. The results show just how complex and nuanced consumer habits are, and why marketers need to deploy a blend of both.”

Finally, the latest data from the IPA Bellwether Report for Q3 2025 highlighted the continued confidence in direct mail and direct marketing channels.

The data showed that direct marketing budgets rose by a net balance of +9.7%, the strongest uplift in almost a year, extending a near three-year run of growth and outperforming most other marketing channels.

Bellwether commentary highlighted a strategic pivot among marketers towards brand-building activities over short-term sales promotions, favouring channels that deliver direct and measurable engagement.

This trend supports direct mail’s role as a trusted medium with proven impact in driving both brand recognition and purchase intent.

Lucy Swanston, chair of the Strategic Mailing Partnership (SMP), said: “It’s encouraging to see direct mail building on its strong performance from 2024 and continuing to deliver value for brands in 2025.

“The data clearly shows that marketers recognise the importance of channels that drive engagement and trust, qualities that mail has consistently demonstrated.

“As the industry embraces new technologies and data-driven creativity, mail’s role as a high-performing, accountable medium within the marketing mix has never been more relevant.”

(Source: PrintWeek.com)