Beauty in the East

The Magazine Publishers of America today is releasing an analysis on consumers perceptions about media, that assigns a relative value to each minute consumed, and not surprisingly, consumer magazine stack up very well vs. other major consumer media on that basis, including TV, radio, the Internet, and even the other major consumer print medium, newspapers.

It seems that magazine's value is still high, it still has a high influence though it is around half of TV's and its influence is similar to internet. It has the highest impact, which is double TV's. This is quite interesting as the impact here is opposite to the media time spent, which we usually talk about. However, as stated in the passage, this is only a survey on perceptions, and it is not golden rules, which we have to follow. So when we consider which media to use, we have to consider all the factors and take a balance.

TIME-AD IMPACT RATIO
Factors Behind the Calculation


Time Spent % Share Media
with Media* of Total Influence** Time-Ad Impact Media (Minutes) Time Spent % Ratio

Magazines 70 8.9 49 5.51

Newspaper 68 8.6 42 4.88

Internet 154 19.5 48 2.46

Television 302 38.2 88 2.30

Radio 196 24.8 27 1.09

Sources:
* Time Spent with Media on Average Day by User of that Medium, MRI MediaDay, 2008
** % of U.S. Consumers Who Said Advertising in this Medium Has the Most Influence on Their Buying Decisions, Deloitte "State of the Media Democracy" Study, 2008
Time-Ad Impact Index = Media Influence / Share of Total Time Spent

Link to original passage: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=103078