Study: No link between engagement, ad performance

05/23/2006 | Advertising Age (tiered subscription model)

Contrary to conventional wisdom, ads in high-engagement magazines don't perform any better than those in middle- or low-engagement titles, according to a study of 25 magazines from Starch Communications Research. But some publishers and media buyers question the findings, saying their own research shows an engagement link between attentively read magazines and their ads.

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