Now we're going to introduce some data relating to the effect of magazine advertising. The degree to which a magazine ad reaches the reader (below, also referred to as "ad impact") can be assessed using three impact categories: "vague awareness of ad"; "ad attracted the reader's attention"; and "ad was read carefully by the reader." According to data on 3,069 advertisements dating up until the July 2008 MAGASCENE AD magazine advertising survey conducted by Video Research Ltd., the average proportion of people who had read a magazine and said that they had "read it carefully," "were attracted by it," or "vaguely noticed it," (vague awareness of ad) was 65.0%. In other words, magazine advertisements reach around 65% of readers. In addition, around 43% of readers had either "read it carefully" or "were attracted by it", while approximately 11% had "read it carefully". [Ad Impact Categories] An average of MAGASCENE AD surveys conducted by Video Research Ltd. up until July 2008, using 3,069 advertisements on a total of 172 magazines. [Ad Impact, for All Readers]    Aware of ad           Attracted by ad            Read ad carefully           Aware of    All magazine readers 100      Attracted by    All magazine readers 100      Read carefully    All magazine readers 100      where, for any ad: Read carefully + definitely saw + vaguely noticed =   Aware of Read carefully + definitely saw     =   Attracted by Read carefully         =   Read carefully | 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 |