Study: Intensive readers pay more attention to advertising

The intensity of reading is linked to the attention paid to an advertisement: The greater the attention, the greater the advertising reception. This was the result of a study conducted by the German branch of Initiative Media. According to the study, articles on the subject of travel are read with the greatest concentration at 64.1 percent. This was followed by cooking (62.8 percent) and parenting tips (60.1 percent). Weekly women's and lifestyle magazines (37.3% and 33.4% respectively) are generally leafed through. However, the reading intensities also differ considerably within a genre. In the case of women's titles, for example, it was found that magazines with instructions on healthy living, diet, fitness, knitting or sewing, for example, are read with greater concentration than titles that are predominantly devoted to fashion, styling and celebrities. Similar findings can also be seen in the current affairs magazine segment. In particular, titles with a high level of topical reporting and features are read more attentively than magazines with a lot of celebrity news and many pictures.
Women read with more concentration than menAn analysis of the female target group revealed that women read special interest titles containing tips, advice and information on topics such as parenting, cooking and baking with particular attention. In the male target group, the researchers found intensive reading of magazines with an advice function or about computers and finance, as well as magazines with a high proportion of up-to-date information. Overall, women read magazines with more concentration than men.
Based on the hypothesis that a higher intensity of reading is associated with greater attention to advertisements, Initiative Media also analyzed this aspect. The study showed that people who read magazines carefully also remember certain advertisements better.