Brain Waves and Newsstands

In early August, the British magazine New Scientist published a cover that had scored well on a test conducted by neuromarketers, who study the brain’s response to products. But the question remained: would that good review translate to sales on the newsstand? The short answer is yes. Graham Lawton, the deputy editor of the magazine, said in a release last week that the issue had sold 12 percent more than the same issue a year ago, sales “much higher than we would expect for a similar cover story at that time of year, so we would certainly say the experiment was a big success.” NeuroFocus, a California company, tested three covers prepared by the magazine, using an electroencephalograph machine to measure brain waves of the subjects in the test. It then rated the results on a scale of 1 to 10, based on factors like memory activation and emotional engagement. The top-scoring cover had the logo in red (emotionally involving) and a single main image of space (limited distractions) with a curve at the bottom split open to reveal fabric. That split, when combined with the tagline, “Has the fabric of the universe unraveled?” gave a dose of brain candy. Over all, the cover scored 8.2

http://mediadecoder.blogs.nytimes.com/2010/09/05/brain-waves-and-newsstands/?ref=media

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