• by Larry Dobrow , June 18, 2003

A recent study has revealed that magazine readers are more likely to take action in response to healthcare ads than newspaper readers, television viewers or radio listeners, the Magazine Publishers of America announced on Tuesday.

The MARS 2003 OTC/DTC study found that 73.5% of magazine readers took some action in response to healthcare ads, compared with 63.8% of total U.S. adults aged 18 and older. By comparison, 69.9% of newspaper readers, 67.5% of television viewers and 66.9% of radio listeners did the same.

Not surprisingly, the MPA heralded the study as yet another sign of the utility of magazines for advertisers in big-ticket categories like healthcare. "Consumers have indicated that magazines are valuable as an information source in the pharmaceutical category," wrote Ellen Oppenheim, the MPA's executive vice president and chief marketing officer, in response to e-mailed questions. "As reported in MPA's 'Media Choices' study, consumers ranked magazines as the medium that is most trustworthy and provides the most useful information when [they are] 'in the market for prescription drugs.'"

When asked whether the small percentage differentials between the amount of action taken (magazines versus newspapers/TV/radio) is outweighed by the greater reach those other mediums provide, Oppenheim referred to a 2002 DoubleClick report. In that study, which identified the mediums that most effectively reach highly desired demographic groups, magazines outperformed television in reaching adults between the ages of 18 and 49, women 18-49, African Americans 18-49 and teens 12-17.

For further emphasis, Oppenheim pointed to another piece of research: the recently unveiled RoperASW study of influential Americans, which touted magazines as the media source which provides the best ideas about ways to improve readers' health. Thirty-four percent of respondents to the survey cited magazines as the best medium for health ideas; 29% cited newspapers, with television (27%), the Internet (13%) and radio (5%) trailing behind.