The study is designed to allow marketers to compare the effects of magazines on customers within a sector. The sectors best served by the research so far are retail, automotive and financial.
The information has been gathered for the customer publishing industry body, the Association of Publishing Agencies, which worked with Millward Brown to develop a measurement-based survey, called the Advantage study.
Julia Hutchison, director of the APA, said: "In order to boost confidence in the medium, we have with this research, demonstrated for the first time that customer magazines can deliver tangible and significant results for a brand."
The majority of brands did not allow any individual results to be disclosed, but among those which did were Debenhams, which publishes Desire, and London Underground, which publishes Tube.
For example, readers of Desire are 24% more likely than non-readers to agree that Debenhams has the latest styles and fashions.
Each brand's magazine was audited by comparing the attitudes to the brand of 200 of its customers who had read the magazine with 100 of its customers who had not read the magazine.
The audit includes a range of measurements, from a magazine's effect on a consumer's relationship with a brand to the percentage of readers who bought a new product or service as a direct result of reading a magazine.
Jason Frost, APA chairman elect and managing director of Publicis Blueprint, said: "We expect the launch of this first wave of results to motivate more and more clients/customer publishers to put their titles forward for measurement."
The APA is expecting to complete audits for B2B, IT/telecoms, travel and leisure, property and utilities by the end of the year.
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