IPC is to include questionnaires within three of its titles with their October issues, to discover readers attitudes to ads. The three titles are Options, Women’s Journal and Marie Claire.
The research is intended to update the successful 1991 research. There will be some new questions, however, as the position of the three magazines has moved since the original survey; to obtain some idea of this segmentation is also one of the aims of the survey. The results will be separate for each magazine.
Examples of questions are:
Are ads an integral part of magazines for you?
Do ads always live up to your expectations?
Do you use ads as a source of information?
At the back of the questionnaires there will also be a section on lifestyle, covering home/career and aspirations.
The 1991 research proved so popular with agencies, Liz Watkinson, IPC marketing manager told MediaTel, that they felt it was necessary to update the results. The data should be available before Christmas 1994.
Liz Watkinson is to move from marketing manager, to become associate publisher of the TV listings titles.
IPC: 071 261 5000
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