×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Study touts pub ads' ROI

Doubting study's effect

By Published on .

Media buyers said the study is probably accurate, but they doubt it will have much of an effect.

Alan Jurmain, executive director of media services at Lowe Lintas & Partners, said he agreed in general with the study's findings but offered a caveat. "It depends what you're selling," he said. "It's hard to make sweeping statements and hard to synthesize the data down to one variable."

John Karlson, senior VP-strategic development at Martin/Williams, Minneapolis, said, "If the methodology is credible, and I presume it is, I think it will make b-to-b marketers feel more comfortable about spending on trade publications."

But Karlson added he would be surprised if the study significantly changed the way media buyers purchase ad space.

Most Popular
In this article: