Consumers More Involved With Magazines.

In the newest MagNet survey exploring how people are involved with various media, magazines’ core value of garnering the most involvement was substantiated by 6,948 respondents, it was announced today by Ellen Oppenheim, Executive Vice President and Chief Marketing Officer, Magazine Publishers of America (MPA). Other media measured were television, radio and the Internet. MagNet, an ongoing survey of Internet users who visit magazine Web sites, also revealed the following information:

When asked how much attention is paid to each of the media when watching, reading or listening to that particular media, the response to “all of my attention” was:

Magazines 28%
Television 10%
Radio 4%
Internet 27%

As the single medium in which people pay attention to the advertising:

Magazines 48%
Television 32%
Radio 6%
Internet 4%

As the medium in which advertising best complements the programming or content of that particular medium:

Magazines 55%
Television 20%
Radio 6%
Internet 8%

In which medium advertising would help decide between two competing products under consideration for purchase:

Magazines 43%
Television 22%
Radio 2%
Internet 17%

Commissioned by the MPA, MagNet is an ongoing research initiative designed to provide magazine marketers, advertisers and circulators with valuable insights about the synergy of the Internet and the printed page. The series utilizes links on more than 90 MPA-member Web sites to generate responses to a series of brief surveys.