New Stats to Support Your 2016 Media Kit Development

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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, here’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 "saw” average has exceeded the 2008 levels and continues to stay strong, Readex points out. The "read” 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.

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