Magazines' Retail Formula

Dom Rossi

The author, from Reader's Digest, describes how magazine issues can be customised into targeted, quantifiable marketing events.

Magazines’ Retail Formula

Targeted advertising distribution can turn every magazine issue into a series of targeted, quantifiable marketing events

Dom Rossi Reader’s Digest

A decade ago, when I was on the other side of the desk at an ad agency, it never occurred to me to enlist a magazine’s help in marketers’ escalating tugs-of-war with major retailers. This was pragmatism, not oversight. Despite a well publicized, can-you-top-this game of multi-media deals in the early Nineties, magazines really operated as straightforward advertising vehicles. When we needed to reach a national or regional audience with a message, they were happy to...

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