FEATURES: Women more receptive to magazine ads

<p>Advertise and women will buy - at least that is what a new media </p><p>survey by CIA and LVMH, the world's largest luxury brands company, has </p><p>found. </p><p><BR><BR> </p><p>Almost 60 per cent of female respondents purchased products after seeing </p><p>an ad in a magazine such as Elle, Cosmopolitan, Vogue and Marie </p><p>Claire. </p><p><BR><BR> </p><p>The figure was lower for clothes but still significant - between about </p><p>20 and 40 per cent. </p><p><BR><BR> </p><p>CIA Hong Kong international media director Sherrin Loh said that the </p><p>Hong Kong, Taiwan and Korea survey proved that targeting to women </p><p>through women's magazines was more effective than using any other single </p><p>medium. </p><p><BR><BR> </p><p>The main reason was that women tended to look at fashion and beauty </p><p>publications as "something which keeps them abreast of trends and allows </p><p>them to be aware of all the different products available to them", Ms </p><p>Loh told MEDIA. </p><p><BR><BR> </p><p>"It's not the same as television, for example, because with television </p><p>you can't search for things. The Internet is a very effective search </p><p>vehicle, but there isn't that loyalty there yet," she said. </p><p><BR><BR> </p><p>Because of this, women tended to read beauty and fashion magazines from </p><p>cover to cover, the survey found </p><p><BR><BR> </p><p>Men, on the other hand, were less likely to read men's magazines from </p><p>cover to cover. More often than not, they would only read stories that </p><p>interested them. </p><p><BR><BR> </p><p>However, Ms Loh cautioned that more research was needed since the men's </p><p>sample size was smaller than the women's group. </p><p><BR><BR> </p><p>The objective of the survey was to further understand and gain valuable </p><p>insight into the key issues that advertisers faced within the highly </p><p>cluttered and competitive magazine arena. </p><p><BR><BR> </p><p>One of the insights uncovered by the study was that 33 per cent of women </p><p>read magazines from cover to cover. Others read the main articles first </p><p>before reading everything else. Just 20 per cent read only the articles </p><p>they were interested in. </p><p><BR><BR> </p><p>"For the very first time, we now have accurate readership figures of </p><p>luxury goods consumers. Many of the magazines used by luxury advertisers </p><p>are not registered on the industry readership reports, so in the past we </p><p>have had to rely on publishers' statements," said CIA Hong Kong managing </p><p>director Caroline Foster. </p><p><BR><BR> </p><p>"We now know what our consumers are reading and many of the results vary </p><p>from those claimed in the industry." </p><p><BR><BR> </p><p>The research was conducted by Asian research company, DN Acorn. </p><p><BR><BR> </p>