Thursday, May 20, 2010

Personalized Ads Appeal More in Print

Spending on behaviorally targeted ads is set to rise despite persistent consumer concerns about privacy, but magazine publishers hoping to take advantage of the online targeting capabilities of e-readers may get a better response by sticking with the printed page.

According to a CMO Council report sponsored by InfoPrint Solutions Company, magazine subscribers would welcome tailored content in print editions. Nearly 80% of respondents said they would be more apt to renew their subscriptions if content and information were targeted to their personal preferences, and 63% said they would go online to find more information about advertisers if the ads in their print edition were customized for their interests.

By contrast, just 41% said they would respond to personalized online magazine advertising presented in an electronic edition.

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