3. How Do Magazines Fit into the Product Buying Process? Next let's look at the example of passenger cars. The data shows that as a medium for product awareness, magazines lag behind television commercials and newspaper advertisements, yet they can arouse interest in products and constitute an important medium for providing detailed information about products. And while their score is not particularly high, the effect of magazines on sparking people to buy is on a par with that of television, which suggests that people looking for information about cars tend to focus on magazines. [Information Sources During the Passenger Car Purchasing Process] (For men between 18 and 69 who come into contact with passenger car-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 |