Magazine Research: Advertising Exposure Research

Newsweek Media Research Index

Magazine Research: Advertising Exposure Research

1958 - ALFRED POLITZ FOR SATURDAY EVENING POST - THE READERS OF THE SATURDAY EVENING POST NO. 2

Contains average issue, audience and ad exposure days by demographics for SEP. The average issue generated 2.0 issue exposures and 1.4 ad page exposures per reader.

1959 - AUDITS & SURVEYS FOR LIFE - EXPOSURE OF ADVERTISING

An experimental study, using the glue spot technique, to determine the individual and household exposure to the average magazine page. Findings: 97% of the household audience and 95% of the adult audience was exposed to the average page.

1959 - AUDITS & SURVEYS FOR LOOK - A STUDY OF ADVERTISING PENETRATION IN LOOK HOUSEHOLDS

A study of the proportion of people or households exposed at least once to each page in the issues of Look studied. Page openings were secured by using a glue spot to seal the page pair. Findings: 90% of the household audience and 85% of the audience 10 years of age and over was exposed to the average page.

1960 - ALFRED POLITZ FOR READER'S DIGEST - ADVERTISING EXPOSURE

A measure of the audience, Issue exposure and ad page exposposure of readers of each of four magazines. Data are reported by demographics and product usage. In addition the accumulation by week of issue and ad page exposure is shown for each magazine during its issue life.

1960 - ALFRED POLITZ FOR SATURDAY EVENING POST - THE ROCHESTER STUDY

A measurement of the effects of one and two exposures of the same advertising page in the same issue of a magazine on the same reader. The study shows that the second exposure increases familiarity and believability by 14%-28%.

1960 - ALFRED POLITZ FOR READER'S DIGEST AND SATURDAY EVENING POST - AD PAGE EXPOSURE IN FOUR MAGAZINES

A measure of the audiences, issue exposure and ad page exposure of readers of each of four magazines (RD, SEP, Life and Look), individually and in combination. Data are reported by demographics.

1967 - MARKETMATH FOR READER'S DIGEST - ADVERTISING REACH AND FREQUENCY IN MAGAZINES

A mathematical method of estimating the reach and frequency of advertising exposure for magazine schedules consisting of several insertions in several publications. According to this model, actual exposure to the advertising is almost equal to exposure to the issues.

1977 - AUDITS & SURVEYS FOR NEWSWEEK -NEWSWEEK'S EXPLORATION OF MAGAZINES' DAILY AUDIENCE ACCUMULATION PATTERNS AND INTER-MEDIA ACTIVITY PATTERNS

The first study of a newsweekly's single issue audience accumulation. It contains a report of activities which respondents were engaged in while interacting with magazines, newspapers, radio and television on a yesterday basis. The sample size of the study was 1,400 and it was conducted in the Milwaukee ADI. (Also listed under Intermedia.)

1982 - AUDITS & SURVEYS FOR MPA - MPX: A STUDY OF PAGE EXPOSURE

Provides updated estimates of average reading days, percent pages opened yesterday and magazine page exposure (MPX) rate for average magazine. Based on data for 31 magazines, six weeklies and 25 monthlies. Reported 3.2 reading days and 1.7 MPX for average magazine.

1984 - MRI - PAGE EXPOSURES

Discussion of page exposures measurement. Review of relevant research.

1984 - AUDITS & SURVEYS FOR NEWSWEEK - COLLEGE STUDENT MAGAZINE READERSHIP STUDY

Study comparing average issue readership, page exposure and reader perceptions of Newsweek On Campus vs. Ampersand, Directory Of Classes, Movie Magazine and Campus Voice (formerly Nutshell). Conducted by personal interviews with 600 students, by the through-the-book method. Study found Newsweek rated highest on awareness, readership and on characteristics such as interesting, writing quality and enjoyable.

Browse the Newsweek Media Research Index by...

Media Category
Type of Study