Fri, October 13, 2006
All of the coverage in the advertising space has been centered around the current state of the print advertising space - particularly the daily newspapers. But, what's happening in the world of magazine advertising?
We came across some interesting research relating to how consumers react to advertising in magazines. Here's some of the key trends the article addressed.
- Price paid and circulation source do not predict reader engagement or demographics - Differences in the ways subscribers, newsstand buyers and public place readers respond to magazines and to the advertising in them are often insignificant.
- Public place copies generate significant advertising exposure opportunities, often to readers with desirable demographic characteristics.
In addition, to the trends outlined above, the article also provided the following findings in their research:
- Reading magazines is the most commonly cited activity in each and every type of public place analyzed (doctor's office, barber shop, business reception office, etc.) except for libraries, where it it is second to reading books.
- Readers revealed a strong emotional connection with public place copies. For example, almost all or 95% of public place readers report that they would be "upset, underserved or bored" if no magazines were available in public places.
- Though readers spend less time with public place copies than paid copies, the time spent with public place is more focused. 71% of nonpaid readers read public copies with time devoted to just reading, which exceeds 66% of readers of paid copies.
- While 54% of readers are doing other things while reading paid copies, only one-third, or 34%, are multitasking while reading nonpaid copies.
Click here to read more.
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