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.