Do Working Wives Read Different Magazines from Non-Working Wives?

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Abstract
In recent years, attention has been focused on examining the implications of changing women's roles for advertising strategy. The study reported in this paper compares magazine readership habits of two small matched samples of working and non-working wives in the U.S. and France. No major differences emerge in the frequency and type of magazines read by working and non-working wives in either country. Thus emphasis on magazines as the major advertising vehicle does not necessarily imply a lopsided emphasis on non-working wives, as might have been expected, due to potentially greater time pressures as a working wife.