Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness


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, 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.


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.


Effie Worldwide, Silver, North America Effies 2014

This case study shows how Blue Cross Blue Shield of Rhode Island, an American health insurer, used a community campaign to humanise its brand, building trust and favourability.


Effie Worldwide, Silver, North America Effies 2014

This case study describes a US business to business (B2B) campaign by Adobe, the software company, promoting its digital marketing measurement solutions through a series of myth-busting videos and ads.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Dark and Lovely, a hair care brand strongly associated with hair straightening, changed its image to gain credibility in the African-American natural hair market.

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