a good balance between target groups is crucial
An effective media plan includes a good mixture of channels. Various studies have shown that the overlap between heavy TV viewers and frequent magazine readers is small, which makes magazines the ideal addition for optimal coverage. You can’t multitask when you are reading a magazine. That means undivided attention focused on your advertising campaign. Magazine adverts deliver the highest attention scores among mass media channels. What is more, magazine readers are highly committed, ensuring stable coverage. Our readers and surfers are consumers with high potential: many are highly educated and belong to the higher social classes.