A new media study by Avon and MediaVest is reinforcing Avon's commitment to magazine ads. The study shows young adults are much more likely to pay attention to magazine ads than online ads,
says David Shiffman, MediaVest senior vice president. "Magazine advertising is a key part of the magazine experience."
The study of 18 to 34-year-olds also demonstrates that people's
expectations and goals in each medium depend on the subject. In general, people use magazines more often than the Web for entertainment, celebrity, fashion and beauty news. At the same time, the
Web is clearly better when people want fast, customized information, per the study.
Another conclusion is that people still trust print more than the Web. "Print is still the No. 1
source, the trusted source, for beauty and fashion. It would be a loss for the [Avon] brand strategy if we give up on print," says Maria Givens, Avon senior media manager.
advertisement
advertisement
Read the whole story at Advertising Age »