The Media Management Center at Northwestern University recently conducted a study to determine whether the magazine in which an ad appeared affected the reader's response to that ad.

The Center developed an ad for a fictitious brand of water named "Pure" (Note: the ad was tested prior to the actual launch of a similarly named bottled water). This product was chosen because water is universally consumed and could theoretically run in any of the top MRI 100 magazines.

Survey respondents were told that the "Pure" ad was in the magazine that they read. They were probed about the ad using standard copy testing measures. The researchers screened for readers' views of bottled water and advertising itself. Therefore, the only factor that affected ad impact was the magazine in which the advertising might appear. This is called "source effect."

The results showed that stronger readers' experiences lifted the ad's impact. In other words, stronger experiences had a positive halo effect on the readers' response to the advertising.

      "The quality of the magazine directly determines the
                effectiveness of the ad upon a reader."

PaperAge Provides Advertisers with Maximum "Source Effect." Compare a copy of PaperAge with any of its competitors. You will find it is printed on a higher grade and heavier basis weight paper, the trim size is nearly one half an inch wider, and our editorial content is second to none. We don't believe in compromising quality, and neither should you.