NPD REPORTS NEARLY THREE OUT OF FOUR MAGAZINE ADS
USED TO STEER CONSUMERS TO WEBSITES
PORT WASHINGTON, NEW YORK, May 8, 2000
- If you've noticed a growing link between magazine advertising
and advertisers' presence on the Web, you're not alone. According to
a study conducted by leading marketing information provider The NPD
Group, Inc., 70% of advertisements in America's top 50 magazines
used URLs or e-mail addresses to steer consumers to the Web in the
first quarter of 2000.
Of all magazine categories included in
NPD's study, computer magazines ranked highest with 93% of
advertisements featuring a URL or e-mail address. The September 1999
issue of PC World was noteworthy for including URLs in 100%
of advertisements. Business and finance magazines were close behind,
featuring Web or e-mail contact information in 91% of advertisements.
Business Week and Forbes, tied at 93%, claimed the
highest percentage of URLs in ads in non-computer magazines.
Among lifestyle magazines, Martha
Stewart Living advertisers showed one of the strongest links
between print and online media efforts, with 74% of ads featuring
Web or e-mail contact information. Seventeen was next at 69%.
Other magazines with high numbers of
advertisements featuring URLs included National Geographic
with 88%, Car and Driver at 77%, Prevention at 64% and
Parents at 68%. A tally of ads in Star and The
National Enquirer placed tabloids at the bottom of the list with
55% of ads containing URLs or e-mail addresses.
About the Study
NPD has tracked all of the
advertisements in most of the top 50 magazines each month since
September 1999. Ad Age, the advertising industry weekly
publication, ranked the top 50 magazines based on advertising
revenue. NPD calculated by magazine and category the percentage of
advertisements containing a URL or e-mail address; unless otherwise
specified, percentages given in this news release represent averages
over the first quarter of 2000. For more information on purchasing
the NPD URL Advertising Report, contact Pamela Smith at (516)
625-2357, or via e-mail at
pamela_smith@npd.com.
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