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Monday, April 13, 2009

This link points to an excellent study of how the Magazine Industry views its’ medium, and where it intersects with consumers, brands, and other media.

The MPA is the trade group so there is some biased, but this research & analysis is getting pitched to media buyers everyday, for the past 30 years. If you’ve been predominately online, you may find some of this data interesting.

Note pages 30- 35, that reports consumers are suspect of ads, but in most cases they value ads equal or above the editorial – except online.

When an Advertiser buys a magazine, newspaper, TV, radio, or Mr. Ali’s environment there is a singular conveyance of beginning and end. As a person, I get an ad as a total experience and unit with minimal exit strategies – except online.

I'm intrigued that share of exits (SOX) beget share of performance in some meaningful way. Have you ever seen hard data related to this issue?


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