Audience Reactions Toward the Intertwining of Editorial Content and Advertising in Magazines

ABSTRACT - This study examines reactions to three forms of advertising in magazines that differ in degree of editorial formatting: theme features, advertorials, and advertisements. The survey among subscribers (n=316) to five different magazines showed that advertising formats with a higher degree of editorial formatting generated more attention, appreciation, and acceptation. Furthermore, audience reactions were influenced by the quality and informational value of magazines. Intertwining of advertising and editorial content appears to be a promising advertising format.



Citation:

Eva van Reijmersdal, Peter Neijens, and Edith Smit (2003) ,"Audience Reactions Toward the Intertwining of Editorial Content and Advertising in Magazines", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 203.

European Advances in Consumer Research Volume 6, 2003      Page 203

AUDIENCE REACTIONS TOWARD THE INTERTWINING OF EDITORIAL CONTENT AND ADVERTISING IN MAGAZINES

Eva van Reijmersdal, University of Amsterdam, The Netherlands

Peter Neijens, University of Amsterdam, The Netherlands

Edith Smit, University of Amsterdam, The Netherlands

ABSTRACT -

This study examines reactions to three forms of advertising in magazines that differ in degree of editorial formatting: theme features, advertorials, and advertisements. The survey among subscribers (n=316) to five different magazines showed that advertising formats with a higher degree of editorial formatting generated more attention, appreciation, and acceptation. Furthermore, audience reactions were influenced by the quality and informational value of magazines. Intertwining of advertising and editorial content appears to be a promising advertising format.

Acknowledgement

The authors like to thank Erik de Vos for his contribution to the research.

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Authors

Eva van Reijmersdal, University of Amsterdam, The Netherlands
Peter Neijens, University of Amsterdam, The Netherlands
Edith Smit, University of Amsterdam, The Netherlands



Volume

E - European Advances in Consumer Research Volume 6 | 2003



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