Correction: Magazine Ad Adjacency Matters

  • August 31, 2010
The headline of an article which appeared in Tuesday's edition of MediaDailyNews, "Gfk, MRI: Ad Placement Registers Little Impact," was somewhat misleading. GfK MRI's survey of 68,000 magazine ads over an 18-month period found that -- on average -- ads placed next to editorial content were more likely to attract a reader's attention than ads next to other ads, scoring an average 5% higher, while ads next to the table of contents scored 13% higher. GfK MRI found that ads placed next to relevant editorial content did not get substantially more reader attention than ads placed next to non-relevant editorial content. In addition, the data was drawn solely from GfK MRI Starch Advertising Research surveys, not the company's Survey of the American Consumer, as the article erroneously stated.

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