New study finds no link between ad performance and magazine reader time
A new study by Starch Communications research found that there is no connection between ad effectiveness and reader “engagement” with magazines - i.e., the frequency with which they read the magazine, the total time they spend with the magazine, how much of an issue they finish, etc. (via adage).
This is so counter-intuitive that at first it seems almost impossible. After all, with high engagement comes a whole lot more impressions. That being said, maybe this proves the point that advertising only works on those people who are susceptible to that particular brand message at that particular point in time - either because they have an active need or because some other channel triggered their attention to the brand first.
[Tags: advertising attention engagement ]
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May 25th, 2006 at 4:19 pm
Interesting.
I’m not sure how the study came to its conclusions… Or how “effectiveness” is defined. What I can tell you from personal experience is that discovering Fast Company , ID, HOW and Dwell triggered what you could call micro-evolutions in my professional development. I probably wouldn’t be blogging today if a friend hadn’t given me his latest issue of Fast Company four years ago. I probably wouldn’t even know who Seth Godin is.
I’m not sure that the study adequately considered the impact that magazine (or blogs and books, even) can really have on many of us. They are catalysts for inspiration and change. They can help us completely refocus our careers, turn problems into solutions and make connections that would have otherwise been completely missed.
I guess I need to read more about the study.
June 11th, 2006 at 1:20 pm
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