A Readex study reveals new insight that association publishers can use when selling print advertising.
An AM&P Staff Summary
With 2016 media kit planning underway, hereâ€™s the bottom line on what you need to know from the study: Research shows print is working, and larger ads are seen and read more.
The Saw and Read results were taken from 5,181 one-page, four-color ads measured in Readex Research Red Stickerâ„¢ Studies conducted between 2008 and 2014. The Actions Taken/Planned data were gathered from 11,051 one-page, four-color ads measured in Readex Research Message Impact® Studies conducted between 2008 and 2014.
The Readex study reveals that on average, in 2014 about 70 percent of readers reported that they saw a 1-page, 4-color ad, while about 25 percent of all respondents read the ad. The "sawâ€ average has exceeded the 2008 levels and continues to stay strong, Readex points out. The "readâ€ average has hovered around the 25 to 26 percent mark since 2004, which is when this annual analysis began.
Readex says it is seeing a slight increase in recent years, indicating that readers still engage with print ads.
In addition, data from the Readex 2014 surveys indicates that, on average, over a third of respondents took or planned to take at least one action after seeing a full-page, 4-color ad. According to Readex, this data shows that print ads generated about 37 percent more action taken or planned, which "supports the place for print in an advertising plan.