UPM Communication Papers

😊 Which medium makes you happy? A little spoiler: It's probably print. 66% of regular magazine readers say they feel good about themselves after reading. And that's just one of the findings worth discovering. The Enduring Impact of Print Advertising, a new global research report from FIPP in partnership with UPM Communication Papers, explores what makes print such a powerful medium for readers and advertisers alike. From happiness and human trust to attention and buying decisions, there's more to print advertising than meets the eye. Want the rest of the story? Download the full report 👇

🤖 Can AI replace the human touch? When it comes to trust, readers seem to have a preference. 66% say they trust their favorite magazine brand more because it's created by humans rather than AI. And that's just one of the findings worth discovering. The Enduring Impact of Print Advertising, a new global research report from FIPP in partnership with UPM Communication Papers, explores what makes print such a powerful medium for readers and advertisers alike. From human trust and happiness to attention and buying decisions, there's more to print advertising than meets the eye. Want the rest of the story? Download the full report 👇

"After one of my reading breaks, how do I usually feel? I feel more relaxed. More excited sometimes. And just really happy." – Magazine reader The new FIPP Global Print Impact Study is now available ⭐️ The report brings fresh evidence to some of the questions shaping media, publishing and advertising decisions today: What earns attention What builds trust How much context matters What role print can play in commercial impact Created in partnership with UPM Communication Papers, the report was launched in October 2026 at the FIPP World Media Congress in Madrid – and the full study is now available to download.

What does new global research say about print advertising today? The picture that emerges is a positive one: print is trusted, it makes people feel good, it benefits from relevant context, it delivers commercial value, and younger audiences are reading more magazines. Swipe through five findings from FIPP’s new global report, The Enduring Impact of Print Advertising, created in partnership with UPM Communication Papers. And if you want the full story behind the numbers, download the report here 👇

Placing an unfamiliar brand in a trusted magazine gives it instant credibility that a social feed can't offer 👌 But there's more to the relationship between advertising and editorial content than trust alone. Where an ad appears, and what readers are engaging with when they encounter it, can also make a difference to how much attention it receives. In fact, 70% of magazine readers say they pay more attention to an ad when it fits the editorial content around it. That's one of the findings from the FIPP Global Print Impact Study, created in partnership with UPM Communication Papers and launched at the FIPP World Media Congress in Madrid. For media planners and advertisers, it raises an important question: are we paying enough attention to the environment in which our messages appear, rather than simply focusing on who sees them? The new research explores this question alongside findings on trust, human-created content and advertising effectiveness.

The ROI is real 💪 1€ invested in print advertising returns over 6€ in the long run. That’s one of the commercial proof points featured in The Enduring Impact of Print Advertising, the new global report from FIPP created in partnership with UPM Communication Papers. Alongside established effectiveness data, the report brings together fresh findings on trust, attention, context and advertising effectiveness, giving a broader view of how print advertising performs today.