Finnish magazines and the media multiplier

Jukka Helske

This paper deals with the media multiplier effect. The effects of four campaigns were studied for the first time in Finland with a methology that uses the possibility of ad exposure as a starting point.

Finnish Magazines and the Media Multiplier

Four case studies from the Finnish Periodical Publishers' Association

Jukka Helske Ad Sales Support Manager Nordic, Oy Valitut Palat - Reader's Digest Ab, Finland.

INTRODUCTION

This report is a follow-up for the international FIPP report published in 1999. That report consisted of many international (but not Finnish) examples of the effectiveness using both magazines and TV in advertising.

The conclusion of the international report was that magazines clearly enhance the success of launching campaign and selling product. Are the results also valid in Finland? To find out, Aikakauslehtien conmmissioned a study of four...

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