The Value of Magazine Readership: Reader Dynamics and Ad Impact on Readers of Pass-Along Copies
17-Dec-2007A new study from Affinity Research’s syndicated VISTA Print Effectiveness Rating Service shows that readers value pass-along copies and take action at a similar rate as readers overall. Their findings add to the growing body of research about the value of nonpaid readership for advertisers.
Overall Conclusions
Affinity found that readers have positive feelings about pass-along copies. When pass-along reader response to specific ad campaigns was compared to total reader response, Affinity learned that there was:
* No measurable difference in the level of reader response generated on measures such as recall or brand association
* No measurable difference in the actions readers take or plan to take
Scope and Methodology
During the second quarter 2006, as part of its online syndicated VISTA Print Effectiveness Rating Service research, Affinity included a series of custom questions to find out how respondents obtained their magazine copy—from newsstand, subscription, public place or pass-along. This report, based on 70 different magazine titles, reflects results that were tabulated from more than 3,200 respondents who were pass-along readers.
