Readers Connect with Pork Ads

Magazine readers have spoken, and they’re taking action in response to Pork Checkoff-funded advertising that has caught their eye in major publications from Family Circle to Gourmet.

“The Pork Checkoff’s national print campaign has benefited from reader surveys that many of the magazines have conducted throughout 2008,” says Laurie Bever, director of consumer advertising for the National Pork Board. “The information shared from the magazines indicates our current advertising is getting noticed and resonating with our female consumer target audience.”

Based on recent reader surveys:
• The “brand association” category ranked high (87 percent) for the Checkoff’s “Pork & Jeans” ad among Southern Living magazine readers.
• Nearly three-fourths of Gourmet magazine readers surveyed (72 percent) recalled seeing the “Pork & Inkblot Tests” ad.
• A majority (71 percent) of Family Circle readers took action—including researching or purchasing pork—from the Checkoff’s “ Pork & Inkblot” ad, compared to 61 percent of all other advertisers in the magazine.

“Out of 100 ads in Family Circle, the pork advertisement received a tremendous response,” Bever says. “These studies show that magazine readers are paying attention to our ads, and our goal is to drive them to our web site to get more information about pork.”

The tactic is working. An additional  48,876 visits to a special Pork advertising Web site were generated by magazine readers who typed in the Web address from pork’s print ads.

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