Importance of Ad Positioning

The Magazine Publishers Association, using data from a Starch Tested Copy report, shows us how much effect position, color, and size really have on response.

The base number is 100. Those positions with higher numbers enjoyed a greater readership. Those with a lower number had less readership. Of course, these are averages. Your product in a specialty magazine will be different. These are only words (and numbers) for thought:

Covers vs. Inside Page

Inside Position

100

Second Cover

118

Third Cover

118

Fourth (Back) Cover

132

Size of Ad

Full Page

100

Half Page

69

Two-Page Spread

128

Color of Ad

Black & White

100

Two-Color

83

Four-Color

141

Size & Color Combined

Full Page

Half Page

Spread

Black & White

100

74

116

Two-Color

90

61

N/A

Four-Color

132

100

171

Left vs. Right Pages

Left Page

Right Page

1 Page-Color

100

101

1 Page-Black & White

100

100

Bleed vs. Non-Bleed Ads

Bleed

Non-Bleed

1 Page-Color

115

100

1 Page-Black & White

111

100

Position in Magazine

Noted

Associated

Read Most

First Third

105

103

93

Middle Third

100

100

100

Last Third

101

104

101

 

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