The status of the economy will always be a forefront concern for advertisers. Keeping a pulse on it enables advertisers to navigate the media landscape. Affinity and Experian Simmons recently ran two studies to see how print and digital magazine readers view the current financial situation.
According to MediaPost, the studies showed that Americans are divided on predictions for the economy. About a third believes the economy will worsen within the next year, a third think it will stay the same, and a third think it will improve.
People who read print magazines over digital magazines had a higher proportion of optimists. In fact, readers of Essence, Ebony, Jet and Black Enterprise had the highest percentages of optimism with being close to 50%. Other titles that had positive readers were
How can this study help advertisers? It can be inferred that if print magazine readers are optimistic of the economy, they will continue to purchase and read print materials. Therefore, presence in print publications is not a waste but a good foundation in a campaign.
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