What are the key factors contributing to the effectiveness of my print advertising?
Andrew GreenZenithOptimedia
Different reading environments within individual magazines affect advertising receptivity. Influential variables include time spent reading, the proportion of an issue read and the importance of particular titles in readers' lives.
Other factors are clearly important, such as the physical dimensions of the advertising, how it is placed within a publication and, ultimately, the execution itself.
THE ISSUE
Some people read newspapers or magazines from back to front. Others start with favourite columns or sections and move on from there. Others still begin at the...