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.