Reader magazine relationship and advertising effectiveness

Date of publication: March 1, 1976


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.

Dieter Müller-Veeh


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Research Papers

Research Papers

Research Papers

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