Study: Print Reaps Highest Ad Yield Relative to Usage

august 10, 2004  09:53 am
The 2004 edition of annual media industry statistics reveals that the relationship between the time consumers spend with media and the amount of money Madison Avenue invests in those media is growing is growing increasingly exaggerated in favor of the oldest media. Print media outlets generate a far greater yield of advertising dollar relative to their share of consumer time, according to a MediaDailyNews analysis of the data from the 2004 edition of Veronis Suhler Stevenson's annual Communications Industry Forecast & Report. Conversely, the analysis shows radio to be the most undervalued ad medium relative to consumer usage.