Media research: Magazines make their mark
Jim Jarrett and Marcos PerreiraMindshareMarius CloeteProfessional Publishers Association
Magazines are one of the more intimate forms of media and 'magonomics' analytics suggest brands should reconsider this media choice and increase ad investment.
With the release of MAGNIFY in 2012, the Professional Publishers Association (PPA), which is the trade body for the magazine industry in the UK, was able to remind the media industry of the value of the reader relationship (www.ppa.co.uk/magnify).
It reacquainted us with the capabilities of the medium throughout the customer journey but did not answer the...