Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological input tied to the act of reading. This input has significant influence on how readers perceive advertising. An advertisement will not be accepted in the same way when inserted in magazines which have different readership moods. Analysis of Readership Moods allows us to : ascertain the best magazine(s) for inserting a given advertisement, in the light of specific advertising strategy, use the distance, which we know separates one or more publications from all other magazines, to weigh media plans in qualitative terms.