The Worldwide Readership Research Symposium
Emma Hartley Colmar Brunton Media Solutions
If this article proves fascinating then adjacent advertising will benefit. So argued Rolf Pfleiderer of NFO Infratest InCom GmbH at the 2003 Worldwide Readership Research Symposium. On the basis of extensive research Pfleiderer rejected an initial hypothesis that 'if people are highly absorbed in reading, this will have negative effects regarding the attention to advertisements'. Instead, his research found that: 'advertisers get better...