In a joint survey between the Research Business Group and the National Magazine Company it was found that readers actually read, enjoy and remember advertisement promotions.
Readers of National Magazines titles were consulted, and showed a preference for advertorials because they are more interesting and informing, and “added value” both in providing product information and free gifts. They are considered beneficial to the reader as well as the advertiser.
Overall the readers preferred the softer sell approach of the advertorial and also often believed that the product was endorsed by the magazine, giving extra value to the product. The survey showed that readers do appreciate getting information in an original way.
Debra Sharron 071 439 5329 National Magazine Company
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