Summary
This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.

Summary
Although more companies are using premium-print technologies in their advertising, empirical research has yet to examine the effectiveness of such executions. This article investigates the effect of premium-print advertising techniques on the key constructs of advertising impact and consumer behavior through a field experiment using participants drawn from the general population. Results show that tested advertisements employing premium-print technologies convey a greater sense of uniqueness and prestige than conventional advertising, boost consumer attitudes toward an advertisement as well as toward the brand, and enjoy higher ratings on measures of willingness to buy, positive word of mouth, and consumer willingness to pay a price premium.

Summary
Complex phenomena such as advertising are difficult to understand. As a result, extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge about advertising. This calls for experimental studies: laboratory, field, and quasi-experimental studies. Fortunately, much useful empirical research of this kind has already been conducted on how to create persuasive advertisements. A literature review, conducted over 16 years, summarised knowledge from 687 sources that drew upon more than 3,000 studies (Armstrong 2010). The review led to the development of 195 principles (condition-action statements) for advertising. We were unable to find any of these principles in a convenience sample of nine advertising textbooks and three practitioner handbooks. The advice in these books ignored conditions for the most part. The books also tended to ignore empirical evidence, which is how we learn about conditions; of the more than 7,200 sources referenced in these books, only 30 overlapped with the 687 used to develop the principles. By using the evidence-based principles, practitioners may be able to increase the persuasiveness of advertisements. Relevant evidence-based papers have been published at the rate of 20 per year from 2000 to 2010. The rate of knowledge development could be increased if journal editors invited papers with evidence-based research findings and if open peer review were provided on a continuing basis.

Summary
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts. In this contribution, the authors discuss the developments in audience research in three themes: (syndicated) audience research into readership of print media, ratings of television, and Internet, studies on the reach of individual advertisements, studies on the quality of reach, in particular the influence of the media context. The authors conclude with some suggestions: the need for cross-media data, the need for hybrid data collection that includes electronic and passive measurement of media use and the need for new metrics, such as measures of implicit processing of sponsored media content and measures of consumer generated brand communications.

Summary
As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information. This paper describes the development of a cross-media consumer database including the ‘split-weights congruent fusion’ model used while highlighting the many insights gained from this important product with numerous examples. A key benefit of this fused database is the ability of magazines and national newspapers to prove the strength of their combined audience over traditional and digital platforms.

Summary
In this chapter from Prime Time To My Time, Andrew Green covers the origins of print media in China, moving onto early newspapers and magazines. As the world's first mass medium, it was also the first to offer advertisers information on how many people were reading them. Primary measures used are circulation and readership. The history of measurement in the UK and U.S. are covered. The different issues and limitations associated with measurement techniques such as Thru-the-Book and Recent Reading are identified, including readership accumulation, seen where magazines can linger for months without being fully read. A strength of print media is recognised as requiring greater audience engagement than television or radio and the future of advertising in the medium is examined.

Summary
In the final chapter of From Prime Time to My Time, Andrew Green discusses how the methods of audience measurement covered in the preceding chapters can be integrated. An overview of research into multi-media techniques is presented, including syndicated single-source research and custom single-source surveys.

Summary
At the Media Research Group's 2009 annual conference, a series of 'industry update' sessions from various UK audience research bodies outlined their respective priorities, challenges and innovations for 2010. This article summarises those sessions, given by BARB (TV), which is launching a new panel; RAJAR (radio), which is experimenting with online diaries; UKOM (online), which is launching an online planning currency; Postar (outdoor), which is introducing a GPS-driven travel survey; the NRS (print), which is looking to extent readership measurement to non-print sources; and the IPA's Touchpoints survey, which is now considering how to measure word of mouth.

Summary
In this article, Tummler discusses the challenges facing print media in the economic downturn, as marketers increasingly shift their focus to the internet and away from newspapers and magazines. Looking forward, the emergence of eReaders such as Amazon’s Kindle and Sony’s Reader also threaten to further undermine existing business models. However, it is also possible that print advertising expenditure levels will at least partially rise in the recovery, as brands tied with more discretionary types of expenditure increase their budgets again, even if the long-term picture remains uncertain.

Summary
This paper discusses research on audience measurement across platforms, especially print, using the Arbitron Portable People Meter™ (PPM) combined with Radio Frequency Identification (RFID). It addresses four key challenges: multi-media/multi-platform measurement, issue-specific readership, enhancing detection accuracy and behavioral consistency between readership and measurement. It argues that PPM's capabilities to measure both audio and non-audio media place print measurement on equal footing with the electronic measurement of radio, TV, internet, and place-based audiences is highly advantageous, while RFID offers the advantage of removing recall error and bias, allowing for accurate and timely data.