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GfK Starch AdNorms®

The Most Comprehensive Overview of Print Advertising in One Book

Long considered the industry standard, GfK Starch’s Adnorms^® is a knowledge resource for magazine advertisers and publishers and presents magazine-advertising data based on 37,000 advertisements across 840 issues of more than 125 consumer magazines, business and trade publications.  For the first time, Adnorms lists rankings of magazines based on various Engagement criteria. For example, which magazine titles are most likely to be called a "must read” by its audience? Which are the most thoroughly read? Which titles are most likely to carry ads described as "trustworthy”? 

The book also includes  the results from  Starch’s new Brand Disposition metrics, and readers of the publication will find out which brands are the most highly rated by magazine readers – and which are not. 

The book provides a vast array of practical information that is vital knowledge for any publisher, advertiser or agency involved with magazine advertising, including data that will answer questions like:

• How much more likely is an ad in a cover position to be noticed than a run-of-book ad?
• How much more likely is a two-page ad in my specific product category likely to be noticed and read, versus a one-page ad?
• In which kinds of publications are readers most likely to be purchasers of certain products?
• Which kinds of product categories are most likely to generate which kinds of specific actions?

And in a time when Word of Mouth has become a vital part of many marketing plans, the new Adnorms book will guide advertisers and agencies towards the kinds of publications that are most likely to generate word of mouth opportunities for for their product categories.

Adnorms presents magazine-advertising data by product category and individual magazine title as well as by every major size and type of print advertisement.  Specific ad scores from men, women and various age groups are also tracked.

Research was conducted via online interviews with approximately 47,000 readers, in-person interviews with over 30,000 readers, and mail survey responses from almost 18,000 readers. To calculate the 2008 "Adnorm,” Starch averaged responses to the variables below over a four-year period between 2004 and 2007:

• Noted – The percentage of issue readers who remember having previously seen the advertisement in the study issue.  A measure of stopping power.
• Associated – The percentage of issue readers who not only Noted the ad, but also saw or read some part of it that clearly indicated the brand or advertiser. A measure of branding. 
• Read Some – The percentage of issue readers who read any part of the ad’s copy.
• Read Most – The percentage of issue readers who read more than half of the written material in the advertisement. A measure of reader involvement.
• Reader Actions Taken – Indicates the number of Noters of an ad who took an action as a result of seeing the ad.
• Brand Disposition – Determines the extent to which readers of the publication are favorably disposed towards specific advertised brands.
• Advertising Effect on Brand Disposition – Determines whether the consumer’s attitudes towards the advertised brand have been enhanced by the ad, a particularly important element for products that are infrequently purchased and for which recent purchase data is sparse.
• Advertising Influence on Purchases/Purchase Interest; Product Recommendations – Provides a relative measure of the sales effectiveness of each studied ad by estimating the number of readers, per 1,000, of the publication who purchased or plan to buy the product/service as a result of seeing the ad.
• Word of Mouth Opportunity (WOMO) – Measures the extent to which readers of that publication recommend a product or brand to others.
• Noting and Read Most/Engagement – Determines if those who display high levels of agreement with a specific engagement question also Note and Read Most of the copy of ads in the publication at high levels. This is designed to determine which engagement metrics really correlate with interest in advertising and which do not.

With the new array of eStarch metrics, Adnorms offers the opportunity for ad agencies, advertisers and publishers to be fully informed on both the major and minor variables related to magazine advertising.  For example, the ’Brand Disposition‘ scores can help print advertisers determine where their brands fall in the hearts and minds of America’s magazine readers.

For more information on GfK Starch AdNorms^®, please contact us.