New Stats to Support Your 2016 Media Kit
A Readex study reveals new insight that association
publishers can use when selling print advertising.
new Readex Study reveals how readers respond to full-page, 4-color print ads,
and the company says it’s current and credible data that association publishers
can use in their next sales pitch.
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 Sticker™ 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.
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.
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.”