The World: Sydney - Media chiefs refute magazine publishers' survey

Major media bodies in Australia have questioned the results of a new study by the country's magazine publishers promoting the appeal of magazine advertising.

The research compared magazines with newspapers, the internet, pay-TV, free-to-air TV and radio.

It insisted that consumers preferred ads in magazines to those in any other type of media.

But Joan Warner, the chief executive of Commercial Radio Australia, claimed the survey, carried out on behalf of the Magazine Publishers of Australia, had its questions skewed in order to obtain a favourable result.

Rhoda Brown, the Free TV Australia marketing director, said its own studies revealed something "quite different" to the MPA's conclusions.