Measuring the effectiveness of magazine advertising

Lisa Pollard

Describes MASE (Magazine Advertising Sales Effectiveness), a single-source research tool for magazines commissioned from Taylor Nelson AGB by IPC Magazines.

Measuring the effectiveness of magazine advertising

Lisa Pollard, Taylor Nelson AGB, reports on the initial findings from single-source research into magazine advertising effects

Lisa Pollard

At the 1993 Readership Symposium in San Francisco, Dick Dodson of Telmar Communications concluded by throwing out a challenge to the print industry. He suggested that, if the print industry expected to reverse the decline in its advertising revenue, it must invest more in tracking research which fairly evaluates the effectiveness of the medium. More importantly, he urged the industry to ensure that 'such data are used in day-to-day print planning'.

This article outlines a...

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