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Qualitative Effects of Media on Advertising Effectiveness

This report presents the results from 2 quantitative studies, one of magazines and the other of newspapers. It shows how the experiences that are involved in reading these print media are related to advertising effectiveness. The more readers, for instance, experience a newspaper or magazine as "It makes me smarter," the more effective an ad in the newpaper or magazine is. These results are robust over a representative sample of 101 newspapers and 100 magazines for a national sample of U.S. consumers.

Download a PDF version of this report here.



Additional resources

Qualitative Effects of Magazines on Advertising Effectiveness

Qualitative Effects of Newspapers on Advertising Effectiveness
Research & Reports Page 		 
Tomorrow's media organizations are being built today. Will you be left behind?

The Media Executive Leadership Program is an intensive two-week program that will give you the ideas and tools to lead your company into the future. Learn about it here.

Media Executive Leadership Program

July 19 to 30, 2010


MMC on the move

Where our associates are presenting in coming weeks

March 16
The World Association of Newspapers' USA Study Tour will be here for a "Day at Northwestern." The Media Management Center will teach international newspaper executives about innovation approaches.


Hold these dates

July 19-30
Media Executive Leadership Program, James Allen Center, Northwestern University. Details here.

September 27-29
McCormick Scholars Biennial Symposium, James Allen Center, Northwestern University.

September 29-October 1
McCormick Fellows Fall Forum, James Allen Center, Northwestern University.


Contact Mike Smith for more about MMC engagements.

 
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