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Qualitative Effects of Magazines on Advertising Effectiveness The Magazine Publishers of America and the American Society of Magazine Editors commissioned the Media Management Center in 2002 and 2003 to develop an industry study based on magazine readers' experiences. The aim: help the magazine and advertising industries understand and measure consumers' experiences when they read a magazine and how those experiences drive readership and advertising impact. Using both qualitative and quantitative research, the Media Management Center identified 39 distinct experiences associated with magazine reading. The study concluded that stronger consumer experiences both increase reader usage and lift advertising impact. Qualitative Effects of Magazines on Advertising Effectiveness is one of the research papers that resulted from the Magazine Reader Experience study. It shows how the large majority of the 39 experiences identified in the study are related to advertising effectiveness. For example: people who experience a magazine as "making them smarter" also react more positively to that magazine's advertising. Download a PDF version of this report here. Additional resources Highlights from the Magazine Reader Experience Study Highlights from the Magazine Reader Experience Study Toolkit Conceptualizing and Measuring Magazine Reader Experiences Qualitative Media Measures II: Magazine Experiences Qualitative Effects of Media on Advertising Effectiveness |
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