Print Advertising Benchmarks
Print advertising benchmarks: industry data for 2026.
Are your print campaigns above or below average? Compare your reach, recall, and performance scores against research-backed industry benchmarks for newspaper and magazine advertising.
- 55% — Average recall for full-page national ads
- 15% — Average recall for small inside placements
- 178+ — Studies underpinning our benchmarks
Reach benchmarks: what to expect by publication type
National daily newspapers with 200,000+ audited circulation typically deliver quality-adjusted reach of 350,000-480,000 readers for front-section placements. Regional daily papers with 30,000-80,000 circulation deliver 50,000-130,000 quality-adjusted readers depending on section. Consumer magazines with 100,000 circulation typically achieve 280,000-420,000 total readers through high pass-along rates. These benchmarks are the baseline against which you should measure any specific placement.
Recall benchmarks: size and position standards
Full-page, full-colour ads in the front section of major national newspapers achieve brand recall rates of 45-55%. Half-page ads achieve 30-40%. Quarter-page ads: 20-30%. Inside small ads (eighth-page and below): 10-20%. Premium placements (front page strip, back page, inside front cover of magazines) push recall to 60-70%+ in some studies. Colour over black-and-white adds a consistent 20-30% recall lift across all sizes.
CPM benchmarks: cost efficiency standards
For national newspapers, quality-adjusted CPM benchmarks range from $18-$35 for front-section placements and $8-$18 for inside general placements. Magazine CPMs tend to be higher: $25-$50 for consumer lifestyle titles due to their higher readership multipliers and engagement levels. Local newspaper CPMs are often lower: $5-$15, making them highly cost-efficient for regional campaigns. Adscribed calculates your specific CPM and positions it against these ranges.
Frequently asked questions
What are typical print advertising recall rates?
Brand recall varies from 10% for small, inside, black-and-white ads to 70%+ for premium front-section full-colour placements. The average across all newspaper ad placements is approximately 28%. Magazine ads average slightly higher at 32% due to longer engagement times.
How do I compare my campaign against benchmarks?
Use the Adscribed calculator and enter your placement details. Your report includes a performance grade (A-F) and an industry rank that shows exactly where your placement sits relative to benchmarks for similar publication types and sections.
What is a good CPM for print advertising?
A quality-adjusted CPM of under $25 for a national newspaper is considered competitive. Regional newspapers should aim for under $15. Magazine CPMs under $40 represent good value for consumer titles with high engagement rates.
Do print advertising benchmarks vary by industry sector?
Yes. Automotive, financial services, and retail advertisers have well-established print benchmarks that differ from B2B or healthcare advertisers. Adscribed applies category-level context to help you benchmark against the most relevant comparisons.