Consumers and marketers prefer reading ads in favourite mag over ads online

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Consumers prefer favourite print magazines to favourite online sites as a place to look at ads, a study of consumer and marketers' attitudes to online advertising reports.  45% of consumers prefer their favourite magazine and 23% the favourite TV show. Among marketers, the trend to magazines is more pronounced with 55% saying they preferred to look at ads in their favourite magazine.

However, only 26 per cent of respondents pay full attention to ads in magazines and newspapers and only 7% to online ads. 

(The study on behalf of Adobe Corp. was conducted by research firm Edelman Berland and involved 1,250 adults,18 years or older; including 1,000 general population and 250 Marketing Decision Makers, each in the U.S.)