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FACTS (& FIGURES) ABOUT MAGAZINE ADVERTISING

Here are some interesting results of a study conducted on readerships of magazine ads. This is a compilation from various sources, although most of the stats are from Starch INRA Hopper, Inc and other studies.

  • A two-page spread attracts about 25% more readership that a one-page ad.
  • A half-page ad is about 2/3 as effective as a full page.
  • A 2-page centerspread is more effective than a floating 2-page spread.

Here's more....

  • Readership interest DOES NOT drop off when an ad is rerun several times in the same magazine.
  • A full-page full-color ad attracts about 40% more readers than a black & white full page advertisement.
  • Black & white ads are 20% more effective than ads printed with black and one other color. For example an ad with black and red ink will generate 20% less readership attention compared to a basic black & white ad. (Editor's Note: The study was not specific as to which type of products being advertised. My own personal experience in financial mail order advertising proved otherwise.)
  • Photographs are more effective than drawings. Photographs and illustrations of product in use are more effective than a still or static photo or illustration of the product.