Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness

Colleen P. Kirk, Larry Chiagouris, Vishal Lala and Jennifer D. E. Thomas, Journal of Advertising Research, Vol. 55, No. 1, 2015
The advertising industry has devoted substantial managerial focus on digital information and entertainment. Scholarly attention, however, has lagged.

Warc Exclusive, February 2015

This article provides marketers with information and guidance on several major media channels.

Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how Merchant Cash Express (MCE), the market leader of business cash advances for small businesses in the UK, redefined its brand to set itself apart from the bad press of the competition.

Tony Regan, Warc Best Practice, February 2015

This article sets out some key considerations for planning for newsbrands and gives advice for marketers wanting to make the most of this changing media.

Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report addresses how Bon Appétit, the cooking magazine, has innovated in the digital space thanks to a tie-up with Watson, IBM’s cognitive computing platform.

Anu Sachdev, Warc Prize for Innovation, Entrant, 2014

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.

Case Study

Amarok: Wi fi ad
Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Volkswagen developed an innovative print ad for its new off-road vehicle, Amarok, to help make buyers in Brazil aware of the car's high-technology specification.

Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian female fashion brand Marisa engaged the male consumer market with its irreverent Strip Commerce ad.

Vinicius Silva and Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how technology brand General Electric improved its brand perception in Brazil by creating strategic points of contact using different types of media.



Magazine Effectiveness

Magazine marketing theory and practice


Measuring Magazine Audiences

Practical tips, examples and recommended reading



Warc's pick of the most effective case studies


Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


The New Newsstand

How small publishers crack the digital monetisation issue


Magazines make their mark

Using 'magonomics' to analyse brands' magazine investments