Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness


Willy Wong and Starrain Yang , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Cadillac, the luxury car brand, used the launch of its ATS model to reposition itself as a more dynamic brand in China.


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.


Michael Lee and Bryan Jago, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how easyJet, the low-cost European airline, employed its first ever brand campaign to improve brand and sales performance, while reducing marketing investment.


Andrew Green, Warc Best Practice, September 2014

This article summarises the best ways to use magazines as an advertising channel, including measurement and future developments.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes a campaign by Lincoln Motor Company to introduce the all-new Lincoln MKZ and its defining character attributes to its core target audience in the US, via intensely personal and immersive tablet experiences across selected paid digital magazine subscriptions.


Andrew Green, International Journal of Market Research, Vol. 56, No. 5, 2014
Newspaper and magazine publishing businesses are going through tremendous change. Readers are accessing content in multiple formats from multiple devices and are increasingly difficult to measure.

Warc Exclusive, July 2014

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


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Lurpak, the butter brand, created a global brand positioning based on a universal food truth around the joy of cooking for food lovers.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Mondelez relaunched its Fidorka, a sweet biscuit snack, to 20-45 year-olds as a fun/playful product in the Czech Republic.

WARC RECOMMENDS


WARC BRIEFING

Magazine Effectiveness

Magazine marketing theory and practice


BEST PRACTICE

Measuring Magazine Audiences

Practical tips, examples and recommended reading


RECOMMENDED CASES

Magazines

Warc's pick of the most effective case studies


RESEARCH PAPER

Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


TRENDS

The New Newsstand

How small publishers crack the digital monetisation issue


ARTICLE FOCUS

Magazines make their mark

Using 'magonomics' to analyse brands' magazine investments