Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read a given publication or take notice of an advertisement. It is also important to know how a specific medium is perceived by its audience. This paper is based on a study, executed for LIFE magazine by Rowland and Company in the U.S.A. The study was experimental in character and dealt with the question, of measuring attitudes and perceptions toward different advertising media, in order to gain an understanding of the values added by given media to the advertising message.