Most metrics can be fiddled by building impacts with ten-second ads. The best approach is to find a way of linking sales directly to ads, with, say, a two week gap between screening and purchase (avoid agencies that win awards, they don't usually sell products). "Readership" makes the dubious assumption that people pass the publication around: they could equally put it straight in the bin. Also make sure the circulation isn't boosted by freebie giveaways to impress advertisers. Psychologists would say always go for a left hand page near the front of a magazine to gain maximum impact, and avoid the classified section.
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