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Reaching Young Readers
A new initiative by MPA gives free digital editions of magazines to college students hoping to convert them into magazine readers and to test the viability and popularity of digital delivery. Five publishers are participating in this initiative. Read more

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World's First Mag
The Gentleman's Magazine was the first general-interest magazine. It was founded in London by Edward Cave in January, 1731. The original complete title was The Gentleman's Magazine: or, Trader's monthly intelligencer. More>>

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30 YEARS
Merrill Lynch report on the state of the newspaper industry does not see online representing over 50% of total newspaper ad revenues until more than 30 years from now.More>>

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    Magpie

    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Wednesday, May 24, 2006

    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

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    posted by Magpie @ 4:00 PM 

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