Studies Point to Print as the Most Effective Advertising Medium.
"Print is dead!" Or at least that is the message that we hear time and again across the internet in recent months. But is it really?
Recent studies by Google, the MPA and McPheters & Company conducted in cooperation with Condé Nast and CBS Vision show a different picture. Among the key findings are:
▪ Magazines emerge as the leading medium with 5.5 times more ad influence relative to the time
spent with magazines on an average day
▪ Newspapers rank second with 4.9 times more ad influence relative to time spent
▪ Internet has 2.5 times more ad influence relative to time spent
▪ TV has 2.3 times more ad influence relative to time spent
▪ Radio has 1.1 times more ad influence relative to time spent
This data also showed that people find online ads to be a great disturbance and most importantly; more than one in four consumers stated that they would pay for online content to avoid ad exposure. This fact was also corroborated by research by Deloitte on how advertising impacted readers.
So while many are heralding the death of print, perhaps these declarations are premature. The numbers don't lie - print works.
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