What Can Neuroscience Tell Us About Why Print Magazine Advertising Works? Authored by Scott McDonald, Ph. D.
It is certainly not new news that print magazines consistently perform well in the quantitative market mix models that advertisers commission to evaluate the effectiveness of their media spending.
Yet, why is it that print magazines continue to demonstrate such effectiveness?
The white paper What Can Neuroscience Tell Us About Why Print Magazine Advertising Works? explores the possibility that our brains may process paper-based information differently from information transmitted on screens. A scan was performed on published research over the last ten years in the leading peerreviewed journals for the cognitive sciences—comprising cognitive psychology, learning and developmental psychology, linguistics and anthropology, as well as the newer field of neuroscience, whose focus on the internal workings of the brain has yielded important insights into human behavior.