Abstract:

There has been growing demand from advertisers and advertising agencies for newspaper and magazine media owners to go beyond the normal measurement of audiences, and demonstrate the value of advertising in print - whether print is used on its own, or in conjunction with other media. There is a call both for greater understanding of how print achieves its effects, and also for showing that it can sell products. The press should attempt to meet this demand, because it is this kind of evidence, rather than the conventional head-counting audience research, that is most likely to affect the share of total advertising expenditure which goes to newspapers and magazines.