Sales Success Shows Neuromarketing Moves Magazines: New Scientist Reports 12% Increase in Newsstand Sales for Issue Featuring NeuroFocus-Tested Cover Design

'Excellent' Results Exceed Publisher's Own Estimates, Offer Important Portents for Consumer Packaged Goods Companies

LONDON, September 2, 2010 - For marketers everywhere, especially consumer goods companies for whom
packaging is a critical determinant of success, the question asked has now
been definitively answered: neuromarketing can increase sales-substantially.

When New Scientist approached NeuroFocus to test three different cover
designs for an August issue of the magazine, the challenge crystallized what
marketers around the globe want to know. Does neuromarketing produce
real-world marketplace success?

"We worked with NeuroFocus to select an appealing cover design for New
Scientist using their neuromarketing technology," said Graham Lawton, deputy
editor. "This issue of the magazine achieved strong UK newsstand sales,
making it the second highest selling issue of the year, which is very unusual
for the normally quiet month of August. This represents a 12 per cent
increase over the same issue in the previous year and is 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."

Applying its EEG-based full brain measurements of test subjects'
subconscious responses to the three covers, NeuroFocus identified one as
clearly superior in terms of its overall neurological effectiveness. That
specific design scored exceptionally well in emotional engagement, which is
one of NeuroFocus' primary NeuroMetrics, the others being attention and
memory retention. From those primary NeuroMetrics, NeuroFocus derives
measures of purchase intent, novelty, and awareness.

This neuromarketing research marks the first time that the publishing
industry has applied EEG technology to determine the appeal of cover designs
to the buying public. The results have very significant implications for
companies across many categories, but especially those for whom the
effectiveness of packaging design is a vital marketplace component.

"A cross-section of the world's leading companies are already using our
neurological testing and realizing the benefits firsthand themselves," said
Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus. "What these results
for New Scientist add is clear, unmistakable, and very public validation for
the core science that underlies all that we do at NeuroFocus. We are proud to
have helped New Scientist achieve this success, we appreciate their
confidence in our capabilities, and we invite the rest of the publishing
industry and other companies as well to adopt this 21st century marketing
science for their own advantage."

Dr. Pradeep added that the same neuromarketing technology and methodology
used for the New Scientist study is applied to enable clients to ascertain
consumers' subconscious responses to package design. "A magazine cover serves
the same purpose as a package design does for consumer goods," he said. "It
attracts attention and stimulates emotional engagement, which is essential to
drive purchase intent. This kind of sales success, in such a competitive
environment as a crowded newsstand, carries real meaning for manufacturers,
marketers, and retailers. Full-brain neurological testing provides a deep
dive into consumers' subconscious minds, where product trial and purchase
decisions are made, and where brand loyalty is formed. This study shows
clearly and unequivocally what our neuromarketing capabilities can deliver at
the cash register."

Dr. Pradeep is the author of the new best-seller, "The Buying Brain:
Secrets for Selling to the Subconscious Mind (www.buyingbrain.com)."

About NeuroFocus

The world's largest neuromarketing firm, NeuroFocus
(neurofocus.com) brings advanced neuroscience knowledge and expertise
to the worlds of branding, product development and packaging, in-store
marketing, advertising, and entertainment. NeuroFocus clients include leading
companies across categories including automotive, consumer packaged goods,
entertainment, food and beverage, financial services, Internet, telecom,
pharmaceutical, retail, and other sectors.

Headquartered in the U.S. and operating globally through offices and
NeuroLabs in the UK and Europe, the Asia/Pacific region, Latin America, and
the Middle East, the company leverages Nobel Prize calibre and
Doctorate-level credentials in neuroscience and marketing from UC Berkeley,
MIT, Harvard, Oxford, Columbia University, and other leading institutions,
combined with executive business management and consulting experience.

Tom Robbins of NeuroFocus, +1-510-526-9882, or mobile, +1-510-367-1920, Tom.robbins at neurofocus.com; or Lance Concannon of Text 100, +44(0)208-846-0769, or mobile, +44(0)7780-601145, Lance.concannon at text100.co.uk, for NeuroFocus