Individual media: Magazines

 

Guy Consterdine, research consultant to the Periodical Publishers Association, reports on a new study investigating the sales effectiveness of magazine advertising by using time-specific data from the ...

Darran Snatchfold, advertising marketing manager at IPC Prospector, puts the case for innovative advertising in magazines. He argues that magazines when used creatively can appeal to each of the five ...

Why are people increasingly becoming inattentive to advertising and what can we do about it? These are the questions that Darran Snatchfold, advertising marketing manager at IPC Prospector, addresses ...

Planning in a multimedia environment has been a huge topic of debate. Service providers, agencies, advertisers and the media have all been challenged with developing the 'best' tools to understand the ...

The authors recently analyzed the audience delivery and efficiency patterns of selected schedules for three different client planning scenarios. This analysis was undertaken in order to identify which ...

Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research find ...

This paper deals with media planning, which is a challenging problem for both academicians and practitioners. An integer linear programming model on media planning is developed which incorporates qual ...

The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad edito ...

This paper outlines an approach to modeling advertising exposure in magazines over specific periods of time, providing important insights to aid advertisers and media planners in developing more produ ...

One of a number of expert reviews of the US media scene produced in March 2003, and looking at 2003/4. This one looks at the changing role of magazines and the value of reader involvement.

This best practice piece covers the magazine sector. Magazines, it asserts are the most fragmented of media sectors and have been seen, since the arrival of commercial TV, as a support medium. Magaz ...

This is a version of a speech given at the Periodical Proprietors Association. In it Christine Walker demonstrates that the magazine sector had performed better than any other media type in 2001 comp ...

The basic role of advertising media has been considered to be simply delivering the brand message to its target audience. However, even if the message is sufficiently delivered, it is not clear whethe ...

This paper describes the analysis and interpretation of the results from about 500,000 mixed television-print schedules. The data were obtained by a fusion between the people meter panel and a consume ...

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are ...

With increasingly more media choices, each capturing less time with oversolicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; adver ...

The author asks whether the present favourable move towards magazine advertising is a real trend, and concludes that it is. He offers three reasons why: - (1) there is clear and long standing evidenc ...

The author, from Reader's Digest, describes how magazine issues can be customised into targeted, quantifiable marketing events. These can assist marketers with a wide range of marketing problems - fr ...

With the emergence of behavioural measurement and profile analysis on internet sites, companies now have the opportunity to target various Internet populations on a large diversity of web sites and/or ...

The paper presents a strategy for the integration of Internet site measures into multi-media reach/frequency. In so doing it explores the nature of Internet site reach; the use of fusion as a techniqu ...

The basic role of advertising media has been considered to be simply delivering the brand message to its target audience. However, even if the message is sufficiently delivered, it is not clear whethe ...

The most widely used sources for measuring radio and television audiences are Arbitron and Nielsen, respectively. Both these sources report data in total and with respect to key demographically define ...

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology, and presents their positioning and feature ...

Argues for the benefits of integrated media planning. It is time planners went back to regarding media as complementary, not competitive.

Argues that print media, especially magazines, should be taken more seriously by media planners. Print is both under-used and badly used as a message delivery system, because of outdated traditional a ...

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...

Argues that in the US increasing audience fragmentation is shifting the media balance away from television towards magazines. However, the magazines are badly placed to take advantage; they have been ...

Describes the use made by Nabisco of syndicated media and marketing studies. Nabisco uses MRI recent reading, and also Simmons, but the author prefers Simmons `through the book' (reasons discussed). C ...

Describes the use made by Kraft Foods of syndicated media and marketing studies. Kraft Foods uses recent reading studies, primarily MRI (advantages discussed). MRI is used mainly for print planning, a ...

This article summarises the conclusions of Millward Brown's recent work (culminating in the IPC Ad Track project) on print advertising awareness and exposure, and discusses its implications for reader ...