Abstract:

The attitude of a magazines' selection by the reader himself indicates a system of preferences towards specific magazines based on values, which are not to be explained by reading probabilities only and which finally could be explained by "Reader-Magazine-Relationship". Within this paper we therefore would like to demonstrate on base of the results of experimental surveys done by the Reader's Digest in Germany since 1972 how "Reader-Magazine- Relationship" can be measured and which influence on ad effectiveness "RMR" has. This, because the assumption that a reader with "RMR" towards a specific magazine has a higher ad noticing probability in his "favourite magazine" than in any other magazine he reads, since he reads this magazine more leisurely, more thoroughly, picks it up repeatedly etc.