study conducted by research firm Starch Communications (www.gfkamerica.com) in the US has concluded that magazines with dedicated and focussed readers do not necessarily get ads a higher exposure. The report, The Myth of Reader Engagement, says that advertising readership demographics and the level of 'engagement' are independent of each other. It adds, "Advertisements in magazines with relatively large, committed audiences are not more likely to be seen and read than ads in magazines with less committed audiences." The study further concludes that creativity determines the effectiveness of the ad, regardless of the the nature of the magazine.

Comparing the percentages of magazine readers who recalled seeing an ad, the study found a consistency between high- and low-engagement magazines (as defined, see box). It elaborates that ads in low-engagement magazines do not suffer from the environment and the ads in high-engagement magazines do not enjoy a greater advantage. ... more