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Note: Based on net of 12 measured product categories, multiple responses.

Figure 12-2 Magazines are the premier source of consumer knowledge

Services A final advantage of magazines is the special services some publications offer advertisers. Some magazines have merchandising staffs that call on trade intermediaries like retailers to let them know a product is being advertised in their publication and to encourage them to display or promote the item. Another service offered by magazines (usually the larger ones) is research studies that they conduct on consumers. These studies may deal with general consumer trends, changing purchase patterns, and media usage or may be relevant to a specific product or industry.

An important service offered by some magazines is split runs, where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine. This service is used to conduct a split-run test, which allows the advertiser to determine which ad generates the most responses or inquiries, providing some evidence as to their effectiveness.

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