NEWS: Female ads vary in impact

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 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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