The strength of a woman’s relationship with a magazine determines her
receptiveness to its advertising, according to a new study into women’s
monthlies conducted by Gruner and Jahr.
The quantitative study, which recontacted TGI respondents, found that
Prima, Woman and Home and Cosmopolitan’s readers see ads as an integral
part of the product and respond positively towards them.
But some magazines attract readers who are unresponsive. Many Marie
Claire and Good Housekeeping readers, for example, don’t like, and don’t
appear to respond to, ads or promotions. Others don’t believe that ads
have any relevance to them, although they are not unhappy about their
presence.
The study was designed to enable advertisers to determine the attitudes
that consumers of particular brands have towards ads, and which
magazines attract readers who share those attitudes.
The research culminated in the creation of 13 new advertising lifestyle
statements, which G&J claims will become a useful planning tool for
press buyers.
The statements reveal how much respondents agree with a raft of
attitudes ranging from ‘The ads in my magazines are more relevant to me
than ads in general’ to ‘If I really like a magazine, I am more likely
to trust the ads’ that appear in it.
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