Proof of Performance V2 Chapter 3: the impact of ads in print
- Relevance for readers means accurate targeting for advertisers.
- Highly engaged readers increase the effectiveness of the advertising.
- Readers notice relevant ads and take action
- Magazines move readers further along the journey towards purchase.
In an often-quoted piece of research, the media agency Starcom in the USA [24] asked consumers to tear out from their favourite magazines ten pages which between them represented the essence of the magazines. On average three of the ten pages were advertisements. This is a striking illustration that readers appreciate the advertisements in magazines as being a useful part of the package.
This chapter examines the impact of print magazine advertisements. Later chapters look at advertisements on magazine digital platforms, and magazine media advertising in the context of complete campaigns.
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