UPM Communication Papers and the global media association FIPP have published the FIPP Global Print Impact Study 2026, which looks at how readers see printed magazines and the advertising in them. The research was carried out by RAM UK in the second quarter of 2026 among 1,923 adults in Europe, the UK, North America and Australia.
Key findings
- Printed magazine advertising scored highest for happiness of all the formats measured: 63% of regular readers say magazine ads make them happy, against 39% for influencer ads.
- Magazines are the most trusted advertising medium: 52% find magazine ads trustworthy, compared with 33% for social media and 28% for influencers.
- Magazines rank highest for ad relevance, and most readers say they notice ads more when they match the editorial content or their own interests.
- Four in ten adults aged 18 to 34 say they are reading magazines more than before.
For printers and publishers, the message is that print remains a strong, trusted channel in the media mix, and that demand for quality magazine paper stays closely tied to that confidence.
Source: UPM Communication Papers, FIPP print report 2026. Summary in our own words; full report and figures are with UPM and FIPP.
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