Marketing and all things related

Now you might think that sitting in a doctor’s waiting room for your hour overdue appointment is a colossal waste of time, and you would be wrong naturally. While you are waiting, you are forced by anxiety or boredom to flip through an assortment of magazines, you might otherwise never see. Advertisers call this forced leisure (which is the only kind we know these days.) And as it turns out, this forced leisure actually encourages you to respond positively to a printed advertising message. According to a new study released Monday by Time Inc. and Mediaedge over 80 percent of waiting room readers act on ad or editorial content they see. We are not exactly sure how the and when this action is measured. "They're highly engaged, and they're in an environment where there's less multi-tasking going on and less distractions generally," explained Ian Lewis, Time Inc. vice president for research and consumer insights. "It's a captive audience, and people are picking up the titles that are appropriate in those situations." Fortunately, we did not have to visit the doctor. We learned about this from MediaPost Publications (free registration required.)