Advertising: Magazines Preferred

The effectiveness of advertising is judged in part by the company it keeps. In a survey of public attitudes toward media where ads appear, Chicago’s Louis Cheskin Associates found magazines most favorably (75%) regarded by consumers. Then came newspapers (73%), television (55%), radio (32%), and at the bottom of the list, highway billboards (20%). Last year newspapers occupied the top spot in the consumer’s affection as an advertising medium. In 1957 television was on top. But the quiz scandals knocked its favorable rating from 83% to 49% before it started up again.