Study: No Link Between Magazine Engagement and Ad Success
Debunking the conventional wisdom, a new report conducted by Starch(R) Communications, a division of GfK Custom Research, North America, disputes the belief widely held in many advertising circles that ads in magazines with thorough, passionate and frequent readers are more likely to be noticed and read than ads in magazines with less "engaged" readers.
According to the report The Myth of Reader Engagement: "Advertising readership and engagement with a magazine are mutually independent phenomena. ... Advertisements in magazines with relatively large, committed audiences are not more likely to be seen and read than ads in magazines with less committed audiences." The report also found that the key to advertising effectiveness is the creative content of the ad.
Read the industry perceptions of the study in AdvertisingAge article: Study Rebuts 'Engagement' Assumptions
To request your copy of the report visit: GfK website