1. What Does Magazine Advertising Mean to Readers? To magazine readers, magazine advertising is indispensable for their lifestyles and for choosing products. In addition to deepening their understanding of products and services, it can move them or trigger an actual response, such as "I want the product," "I refer to ads when thinking of doing something/I go to a store," etc. [Evaluation of a magazine ad]   Can learn a lot about the product. When I see an ad, I sometimes want the product or want to use it. Can understand products from a variety of angles. Have gone to a store after seeing it advertised. Helps me to compare products and choose which to buy. I refer to ads when I'm thinking of doing something. Have purchased product as a result of seeing ad. All 35.6 17.4 30.0 14.7 30.0 14.2 28.9 10.5 28.2 12.5 26.2 9.1 24.9 11.6 Male 34.8 16.7 29.3 13.9 29.1 14.8 26.5 9.8 26.4 11.9 23.8 8.2 23.4 12.1 Female 36.5 18.4 30.7 15.8 30.8 13.4 31.4 11.4 30.0 13.2 28.6 10.3 26.3 10.8 Students 31.0 10.9 26.7 12.4 30.3 13.5 30.1 6.5 27.7 11.6 26.8 7.6 26.0 9.3 Male Employees under 34 38.0 17.1 29.2 12.9 28.3 18.3 27.0 12.1 27.6 15.3 26.9 12.0 23.6 16.2 Employees 35 to 49 36.8 22.8 30.7 20.6 30.2 20.9 28.7 13.7 26.8 14.4 26.3 11.7 25.0 19.4 Employees 50 and older 36.1 24.2 31.7 16.5 32.5 15.1 22.6 11.4 28.5 15.1 18.6 8.5 21.8 11.4 Executives and managers 39.3 18.4 34.4 14.6 31.2 15.5 30.2 13.7 26.5 8.4 29.9 6.7 24.1 9.1 Specialists and freelance professionals 36.4 20.0 27.8 10.7 31.8 10.7 35.0 15.2 32.4 9.2 28.3 19.7 28.6 * Self-employed 31.8 15.3 27.6 14.3 25.1 14.8 24.2 7.9 25.7 10.7 19.6 8.1 18.3 13.6 Female Unmarried employees under 34 41.0 16.4 31.9 18.6 36.6 13.0 39.2 10.8 33.3 16.1 39.2 16.4 29.0 13.0 Housewives under 34 39.7 34.4 34.3 25.1 32.1 18.4 36.6 22.5 34.7 21.9 35.7 25.3 31.8 18.0 Housewives 35 to 49 44.4 17.8 36.1 14.8 34.4 13.8 36.5 13.9 33.1 15.5 33.4 13.1 29.8 12.9 Housewives 50 and older 24.2 15.9 23.6 14.6 22.9 12.1 19.9 8.3 21.1 10.7 14.9 5.8 18.8 9.1 Readers Non-readers Magazine readers: people who have read at least one of the six issues of any of the 522 magazines covered by the MAGASCENE survey 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 |