What impact does magazine environment have on receptivity to my advertising?
Andrew GreenZenithOptimedia
Readership research in almost every country1 defines 'reading' in very broad terms. 'Read or looked into,' the UK definition, is fairly typical.
This presents media planners with several challenges:
Fragmentation. The number of titles published has grown massively over the past fifty years, increasing consumer and advertiser choice.
Issue Size. Titles are getting larger and heavier. Readers have always been able to simply turn the page. Are more pages being skipped or skimmed through?
Attentiveness. People read different kinds...