For years Magazine publishers focused most of their attention on selling ads in their magazines and devoted less attention to proving the ads were effective. At many magazines, efforts at measuring effectiveness were often limited to tracking consumer response to 800 numbers that appeared in print ads. However, the carefree days are over as many new advertising media have emerged, such as niche-oriented cable TV networks, narrowly targeted radio stations, and the Internet. Moreover, there are more than twice as many magazines competing for media dollars as there were a decade ago.With so many media options available,marketers now want tangible proof that Magazine advertising is effective and can build brand awareness, help position a brand,or actually deliver sales