Magazines need time – the build up of magazine audiences over time

How much time does a magazine advertisement need to reach its maximum level of impact? One week for a weekly and one month for a monthly? Of course not : the life span of magazines exceeds their publication interval. Several studies from around the world have attempted to lift the veil on audience accumulation.

These studies have never really influenced the practice of media planning. In fact, magazine plans are made on the basis of readership data, which in Belgium as in other countries relate to an average issue being read in a reference period. Whether this concerns an old issue, a new issue or different issues is unimportant. So, even if it is widely recognized that a magazine doesn’t have an instant audience, in everyday practice the market ignores the fact that contacts require time to build up.

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