Tuesday 11 March 2008

Magazine adverts more engaging online than in print

Consumers pay more attention to adverts in online magazines than their print versions, according to new research.

A study, conducted by The Harrison Group, has found that one-third of readers pay more attention to ads in digital magazines as opposed to print, citing that the ability to click on a link or engage with the ad as key benefits.

Furthermore, 44 per cent of respondents said they found digital advertisements more appealing.

Jeanniey Mullen, chief marketing officer at Zinio, a digital publishing and marketing services company, told clickz.com: "Readers feel that the ads are much more interesting, and are much more eager to engage with them because they are interactive. This is a key finding."

Jim Taylor, vice chairman of The Harrison Group, added: "About five hours a week is given to the consumption of magazines.

"Consumers are consistently looking for ways to improve productivity and use the downtime of travel, commuting, and so called free time to acquire content that is known to serve a personal, business or entertainment need."

Category: Marketing campaigns

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