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FACTS (& FIGURES) ABOUT MAGAZINE ADVERTISING
Here are some interesting results of a study conducted on readerships of
magazine ads. This is a compilation from various sources, although most of
the stats are from Starch INRA Hopper, Inc and other studies.
- A two-page spread attracts about 25% more readership
that a one-page ad.
- A half-page ad is about 2/3 as effective as a full page.
- A 2-page centerspread is more effective than a floating
2-page spread.
Here's more....
- Readership interest DOES NOT drop off when an ad is rerun
several times in the same magazine.
- A full-page full-color ad attracts about 40% more readers
than a black & white full page advertisement.
- Black & white ads are 20% more effective than ads printed
with black and one other color. For example an ad with black
and red ink will generate 20% less readership attention
compared to a basic black & white ad.
(Editor's Note: The study was not specific as to which type
of products being advertised. My own personal experience in
financial mail order advertising proved otherwise.)
- Photographs are more effective than drawings.
Photographs and illustrations of product in use are more
effective than a still or static photo or illustration of
the product.
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