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Are Publishers Providing What Advertisers and Media Buyers Need?
As head of an organization that counts both media owners and media buyers as members, BPA Worldwide president/CEO Glenn Hansen finds himself in an interesting position to witness the mindsets on both ends of the marketplace, of the sellers and the buyers.
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Repetition is the foundation of communications. Studies have shown that more readers see ads when they are repeated over time
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Advertisers convinced that ads placed in the front of a magazine will be read more than ads placed in the back? Watch someone read a magazine. Do they stop halfway through? Three-quarters?
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Ad location has little to do with readership according to a study of ratings from 329 left page ads and 1,118 right-page ads.
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Whether or not an ad faces editorial has little to do with readership according to a study of scores from 891 1-page, 4-color ads that faced editorial and 556 ads that did not.
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