Chris,
it's something of an unfair comparison really.
Your magazine article/review was always going to do better as it's a much more targeted audience. Also, you mention 'review' which sounds like the article was written by someone else, the editor for example. And as we know, recommendations by third parties always carry a lot more weight than something the seller himself may write.
It's just a shame you left it 3 months online before trying something else.
For my two bobs worth, I'd definitely include the same ad in the magazine for at least the next two issues to cement the value of the item being offered. Lots of people will only buy once they see that something has been 'around' for a while. It's definitely worth doing!
Maybe even try in a yank or brit magazine. They have far more peeps reading them than we do here. (You never said it was an aussie mag, I'm just assuming this much).
All the best with your sales Chris, and well done to the lad on being so pro-active in his entrepreneurial skills
