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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
The Study of Media Involvement,
conducted by Beta Research, an
independent research firm, reports
that magazines are the medium
turned to most by consumers for
knowledge, information, and usable
ideas. In fact, 95 percent of U.S.
adults cite magazines as their premier
source of insight and ideas. This is
also true when consumers seek
information about specific topics
affecting their lives—ranging from
automobiles to fashion to personal
finance.
12. Evaluation of Print
Media
Note: Based on net of 12 measured product categories,
multiple responses.
Percent of Adults Referring to:
Area of Interest Magazines TV Newspapers Radio
Automobiles 39% 21% 29% 1%
Beauty and grooming 63 20 5 0
Clothing and fashion 58 18 15 0
Computers: hardware and software 54 14 11 0
Food 50 19 22 1
Fitness and exercise 49 36 6 1
Financial planning 45 11 31 2
Home repair/decorating 69 13 11 0
Sports: equipment/performance 49 24 7 1
Travel: personal and business 42 16 29 2
Services A final advantage of magazines is the special services some publications
offer advertisers. Some magazines have merchandising staffs that call on trade intermediaries
like retailers to let them know a product is being advertised in their publication
and to encourage them to display or promote the item. Another service offered by
magazines (usually the larger ones) is research studies that they conduct on consumers.
These studies may deal with general consumer trends, changing purchase patterns,
and media usage or may be relevant to a specific product or industry.
An important service offered by some magazines is split runs, where two or more
versions of an ad are printed in alternate copies of a particular issue of a magazine.
This service is used to conduct a split-run test, which allows the advertiser to determine
which ad generates the most responses or inquiries, providing some evidence as
to their effectiveness.
Disadvantages of Magazines
Although the advantages offered by magazines are considerable, they have certain
drawbacks too. These include the costs of advertising, their limited reach and frequency,
the long lead time required in placing an ad, and the problem of clutter and
heavy advertising competition.
Costs The costs of advertising in magazines vary according to the size of the audience
they reach and their selectivity. Advertising in large mass-circulation magazines
like TV Guide, Time, or Reader’s Digest can be very expensive. For example, a fullpage,
four-color ad in Time magazine’s national edition (circulation 4.2 million) cost
Percent of U.S. Adults
100
80
60
40
20
0
Magazines 95%
Newspapers 74%
Television 72%
Media
Radio 9%
© The McGraw−Hill
Companies, 2003
Figure 12-2 Magazines
are the premier source of
consumer knowledge
401
Chapter Twelve Evaluation of Print Media