KNOWLEDGE NETWORKS, AD AGE COLLABORATE ON EXCLUSIVE SURVEY OF MAGAZINE READERS, NON-READERS

Menlo Park, CA; October 20, 2003: Today's issue of Advertising Age features results from a study of over 1,300 magazine readers and non-readers conducted by Knowledge Networks on its nationwide consumer panel. The survey was designed jointly by Ad Age and KN for "Magazines: The A-List," a special section on the country's hottest magazines as chosen by the editors of Ad Age.

For additional results from the survey, click here.

Fielded in August and September 2003, the survey shows that, among magazine readers:

• almost half (48%) report that magazines are an important source of information on products and services that interest them;
• nearly two-thirds (62%) feel that the number of ads in magazines takes away from their enjoyment of reading;
• 20% say there are too few magazines focusing on family life, while 59% feel there are too many magazines about entertainment and celebrities; and
• 9% report that they would be more likely to buy a magazine because it is connected to a television show or personality, while 30% say that such a tie-in would make them less likely to buy.

Among 193 consumers who do not read magazines, 41% report that they do not have enough time to read, 32% get their information elsewhere, 23% simply don't like to read, and 23% say there are no magazines that interest them.

Earlier this year, Advertising Age featured insights from a separate magazine study conducted by Knowledge Networks for the Involvement Alliance. This year, Ad Age has also published KN findings on reasons for impulse buying of CPG items, cable television viewing by men, "twenty-somethings," and other topics.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.