Magazine ads engage women

8 July 2013
LONDON: Upmarket fashion and beauty brands can be reassured about the effectiveness of their print ad spend as new research has shown the vast majority of readers of women's glossy monthly magazines engage with the advertisements in them.

British Vogue, the Condé Nast title, polled 2,328 women aged 20-54 who were regular readers of at least one of the following titles: Vanity Fair and the UK editions of Vogue, Tatler, Elle, Harper's Bazaar, Marie Claire, In Style and Grazia.

The Vogue Business Report found that fully 93% of magazine readers engaged with prints ads, while 64% thought that ads, along with samples, were the most trusted paid touchpoints in their decision-making process.

Ad engagement metrics for digital editions and magazine websites were also strong at 71% for each.

"Luxury brand marketing and communication directors are hungry to have ad engagement numbers on print, website and digital from the point of view of the effectiveness of these cross-platforms with readers and consumers," Stephen Quinn, publishing director of Vogue, London, told Luxury Daily.

"We are helping to establish a value system on these media assets," he added.

The study divided consumers into three categories, depending on their level of interest in fashion and use of different media, but all three groups, said Quinn, were vital to holding circulation numbers, in both print and tablet form.

The study also said that Vogue readers were ten times more likely than the average British adult to describe themselves as the vanguard, while 76% of respondents thought Vogue was the magazine with the strongest ability to make ads desirable.

"Vogue will leverage these findings by persuading fashion and beauty clients that the prestige, image positioning of their ads in print and tablet is key, with follow-through on the daily, fast-moving websites boosting media coverage and reach," Quinn said.

Data sourced from Luxury Daily, Women's Wear Daily; additional content by Warc staff
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