TY - JOUR T1 - Targeting Women's Clothing Fashion Opinion Leaders In Media Planning: An Application For Magazines JF - Journal of Advertising Research JO - J Advert Res SP - 90 LP - 107 DO - 10.1017/S0021849904040061 VL - 44 IS - 1 AU - Eric Vernette Y1 - 2004/03/01 UR - http://www.journalofadvertisingresearch.com/content/44/1/90.abstract N2 - Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research findings on women's fashion, particularly magazines, reveal that a media plan targeted at opinion leaders can succeed, that these opinion leaders tend to be positive toward and discuss advertising media, and that they read more women's fashion magazines and have significantly more affinities with such media than nonopinion leaders. ER -