Affluent Market Study: Upscale Buyers Not Likely to Read Free Magazines.LOS ANGELES Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. -- New research shows that free magazines - those not paid for or requested by the recipients - are going virtually unnoticed. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. two breakthrough studies conducted by Monroe Mendelsohn Research in affluent, prosperous markets, the "free magazine - even the very expensive-looking free magazine" will neither be read nor be valued. In fact, the survey documents that nearly two-thirds of the people surveyed in the affluent communities reported to MMR MMR measles-mumps-rubella (vaccine); see measles, mumps, and rubella vaccine live, under vaccine. MMR abbr. measles, mumps, rubella vaccine that they "never heard of" the free distribution titles mailed to households in their community without request. MMR conducted a pair of comprehensive studies, the first for Emmis Communications Emmis Communications (NASDAQ: EMMS) is a media conglomerate based in Indianapolis, Indiana. The company owns radio and television stations and magazines in the United States, Belgium, Hungary and Slovakia. in Atlanta, Dallas and Los Angeles; and later with nine City & Regional Magazine Association members: Boston Magazine Boston (almost invariably called "Boston magazine" and often incorrectly written as "Boston Magazine") is a glossy monthly magazine concerning life in the Greater Boston area and has been in publication for more than 40 years. , Chicago Magazine, D Magazine, Greenwich Magazine, Palm Springs Life, Philadelphia Magazine, San Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay. Magazine, Texas Monthly and Westport Magazine. Survey mail-out was 5,000 and tabulations were based on 1,448 completed questionnaires (31.5%) received when the study was closed. Quoted in Ad Age MediaWorks, Bob Shullman, Senior Vice President at Monroe Mendelsohn Research, said: "The net of it is, people don't read (free magazines), so how can they value them? That to me is the end of the story." Susie Love, Executive Vice President, Director of Sales and Marketing, for Emmis Publishing told Ad Age: "We build on the 'wantedness' of our magazines, and that people are willing to pay for it. When I go through my mailbox, if there are things I didn't want, I toss them. I'm not talking about public-place copies. All our magazines value public place." City & Regional Magazine Association Executive Director C. James Dowden said, "I'm delighted with the results of the survey. We have always 'known' that readers who bought or requested their magazine were loyal readers - ones who spent time with the magazine - the kind of readers advertisers are promised. Now we have independent research that confirms how much they value their choice." CRMA CRMA Cedar Rapids Museum of Art (Iowa) CRMA Customer Relationship Management Association CRMA City and Regional Magazine Association CRMA Cytokine Response Modifier A CRMA Common Radio Module Architecture represents about one hundred regional and local general interest consumer magazines in the United States, Mexico and Canada, with a combined circulation of well over five million and upwards of seventeen million readers. For more information about CRMA or its member publications, go to www.citymag.org |
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