Audience Accumulation And Advertising Exposure In Magazines

A model for effective magazine planning

Lawrence J.K. Goldstein
PHD

Introduction

Most advertising practitioners are likely to agree to this simple premise: Advertisers and their agencies have been under ever-increasing pressure to improve the productivity of their investments in all forms of advertising. Recency planning, econometric analysis, media mix modeling and other approaches have clearly revealed real problems in measurement of magazine audiences based on the entire life of an issue. More pertinent and discrete measures of magazine performance will more clearly define magazines' contribution within a given media investment strategy.