Emap In Advertorial Research

Emap Elan has conducted research across three of its titles which shows that advertorials are around 50% more efficient at conveying product information to readers.

1,400 readers of Elle, Elle Decoration and New Woman were asked their reaction to a number of advertorials and adverts carried in the July issues. In total 26 cases were analysed (13 ads and 13 advertorials) covering similar product categories. The results show that whilst ads and advertorials have similar powers in catching the reader’s attention, advertorials were found to be much better at providing information, especially when care had been taken to fit the advertorial to the editorial environment.

Emap say that it is planning to extend this research to other titles and further issues. This will be reported on Newsline when it is released.

Aida Muirhead, Emap Elan: 0171 437 9011