2. How Do Magazines Fit into the Product Buying Process? So far we've looked at data showing that magazine information matches personal hobbies and tastes, and that magazine advertisements can enhance understanding of products and lead to actual purchases. But where do magazine articles and advertisements actually fit into the process that begins with a person knowing about a product and ends with them buying it? If we take fashion items, for example, we see that the main role of magazine advertising is to let people know about products. However, magazine advertising also exerts a greater effect than that of other media at the stage of later developments, namely, taking an interest and investigating, and therefore its effects have wider scope. Scores for magazine articles are generally higher than those for magazine advertisements, but because ordinary people are likely to regard magazine advertisements as "pure advertisements," tie-up ads may well be taken for articles. [Information Sources During the Fashion-Item Purchasing Process] (For men and women between 12 and 69 who come into contact with fashion-related information) Data from the MAGASCENE 2007 survey from Video Research Ltd.

| 1. Advertising Expenditures in Japan | 2. Magazine Penetration | | 3. Comparative View of Magazine Advertising | 4. Impact of Magazine Advertising on Readers | | 5. TV Multiplier Effect | 6. Magazine Reading and Internet Use | | 7. The Impact of the Magazine Advertising in Each Product Category | | Back to First Data Page |