Transcription of What Can Neuroscience Tell Us About Why Print Magazine ...
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What Can Neuroscience Tell Us About Why Print Magazine ...
What Can Neuroscience Tell Us About Why Print MagazineAdvertising Works?A White Paper from MPA The Association of Magazine MediaScott McDonald, |Nomos Research |September 2015 Table of ContentsA Paradox |3 What Neuroscience Tells Us About How We Read |5 Seeing the Brain in Action| 5 Visual Aspects of Reading| 6 Interpretation, Understanding, Remembering| 6 The Principle of Brain Plasticity and Worries About Digital Reading| 7 What Do We Know About Paper versus Screen Reading? |8 Scanning versus Deep Reading| 8 Comprehension and Recall| 9 Hyperlinks, Multitasking and Cognitive Load| 10 Haptics, Tactility and Multisensory Reading| 11 Emotion and Memory Retrieval| 13 Format Preference| 14 Conclusion and Executive Summary|15 References|16 What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?A White Paper from MPA The Association of Magazine MediaScott McDonald, , Nomos Research, September 2015. Produced by MPA The Association of Magazine Media. 757 Third Avenue, 11th Floor, New York, NY 10017 Copyright 2015.
Yet there is a paradox: Though magazine publishers have to fight harder for advertiser dollars, magazine media, particularly in the print format, consistently perform well in
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