While 58 percent of magazine ads feature Internet addresses, just 15 percent display them prominently, according to a new study of more than 4,000 print ads.
“URLs in magazine ads are clearly secondary response mechanisms,” said Sandra Murray, president of Response Marketing Group, Burlington, VT, which conducted the study. “Toll-free numbers are still the response device of choice.”
Fifty-eight percent of print ads also feature a toll-free number, but 34 percent displayed them prominently.
Industries most likely to use an addresses are real estate, water, delivery services, and computers, according to the study. Ads in computer, news and financial magazines contain Internet addresses most frequently.
E-mail addresses were found in only 4 percent of the ads.