Abstract:

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness. Previous research has identified 39 distinct qualitative experiences involved in reading magazines and 44 involved in reading newspapers. It is found that the large majority of these media experiences are related to advertising effectiveness. The more readers, for instance, experience a newspaper or magazine as 'It makes me smarter', the more effective an ad in the magazine or newspaper is. It is further shown that these effects are robust over a representative sample of 101 newspapers and 100 magazines for a national sample of consumers in the United States.