Press Coverage
October 13, 2009

Dynamic Logic in MediaPost
Magazines Take Page Out Of Online's Playbook, Use Cross-Media Studies To Tout Cost Effects
By: Joe Mandese

Online media may be generating all the buzz on Madison Avenue these days, but the traditional medium of consumer magazines are both more effective, and more cost efficient in influencing key aspects of consumer behavior, according to a first-of-its-kind analysis being released today by the Magazine Publishers of America. The research, which comes from an analysis conducted by advertising effectiveness researcher Dynamic Logic, ironically takes a page out of online media's playbook, effectively leveraging a concept utilized by the Interactive Advertising Bureau's so-called XMOS (Cross-Media Optimization Studies) that so effectively helped that medium get on base with some big marketers and agencies earlier this decade.

"Overall, magazine advertising drove consumer attitudes and intended behavior more effectively and efficiently than viewing television advertising alone, or, TV in combination with online advertising," reads the new MPA white paper, which is drawn from Dynamic Logic's analysis of how magazines, online and TV media influenced consumer behavior across 39 cross-media case studies.

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