Consumers pay significant attention to print media when using more than one medium at a time, according to new findings from Ball State University's Center for Media Design. Specifically, more than 51% of all newspaper time is spent with television in the background, while almost half of all magazine usage is experienced with television in the background. The day of the week can also affect which medium people prefer. Magazines show heavier readership on Mondays and Fridays, while newspaper readership peaks (when else?) on Sundays. Television, radio and internet exposure is lowest on weekends.
Media exposure even changes with time of day. Newspaper is most read in the morning. Magazine, radio and internet maintain steady exposure throughout the day, falling in the evening. And television dominates mornings and evenings. While some of this doesn't appear to part the clouds, it is important to note in developing the most effective media reach mix.
Source: Marketing Management, NOISE
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