ACP: brain research shows consumers love mags

ACP Magazines has launched brain research suggesting that consumers are particularly disposed to engaging with magazines.  

The announcement:

ACP Magazines today invited advertising clients to a special breakfast at which the publisher, in partnership with leading neuroscience research company Neuro-Insight, showcased world first insights into magazine engagement.

The highlight was a live demonstration of how magazines are read and, following that, discussion of the implications for advertising.

Today’s event, held at L’Aqua Roof Terrace in Cockle Bay, reinforced the ground breaking research Neuro-Insight conducted for ACP Magazines in support of its I Love Magazines campaign.

That study, first revealed in detail in January of this year, showed that magazine engagement levels were much higher than the norm for all other media and advertising and were sustained throughout the whole reading experience.

It included engagement measurements of 40 different advertisements appearing in various ACP titles.

The research was presented to clients this morning by Professor Richard Silberstein, CEO of Neuro-Insight.

Professor Silberstein has been internationally recognised for his continued work in validating the link between neuro-metrics and consumer behaviour. He recently won the prestigious Gold Award in the Innovation category of the 2011 Advertising Research Foundation’s Great Minds Awards.

He and colleague Peter Pynta, Neuro-Insight Director – Sales and Marketing, explained to the audience exactly what goes on in the brains of readers while they read their favourite magazines: the intensity of their emotional reactions in terms of like/dislike, their engagement and attention levels, and whether or not what they read becomes encoded in long-term memory.

ACP Magazines Managing Director Phil Scott said: “ACP Magazines is committed to pioneering consumer and media research that confirms the role of magazines in readers’ lives. Indeed, we have anchored our I Love Magazines campaign with the ‘Science of Love’ that the Neuro-Insight research revealed.

“That study generated such interest from clients that we are delighted to demonstrate it to them live and foster a collaborative and thought-provoking discussion of the implications for advertising.”

Source: ACP press release