What impact does magazine environment have on receptivity to my advertising?

This paper examines the issues surrounding the effectiveness of magazine advertising. As the market has grown and fragmented, and publications have begun to increase in size, it has become increasingly clear that readership figures are now no longer the only important information required by advertisers.

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...