"When asked specifically about advertising in magazines, 59% of readers describe magazine advertising as welcome and 50% actively read the adverts, this increases to 74% and 64% respectively when asked this question in the moment"
Moments That Matter reveals the varying contribution of all media channels to well-being and explores what this means for advertising.
- Contextual evidence: an immersion into the theories around well-being and the impact this has on media and advertising
- Media chat: online community with 50 magazine consumers, to understand context, drivers and the relationship with magazines
- 10 video enabled depth-interviews to help define and flesh out the key moments in media and magazine consumption
- A two part quant survey
a) Part 1- online survey with 2000 magazine consumers, representative of magazine readership
b) Part 2- a follow up ‘in the moment’ mobile survey with 400 readers from the original sample, representative of differing levels of magazine readership
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