Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness


Stephen Whiteside, Event Reports, INMA World Congress, May 2015

This event report discusses how The New Yorker, the magazine owned by Condé Nast, boosted online readership and subscriptions by changing its approach to paywalls.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Turkey's Acik Radio (Open Radio), increased its audience and funding in an atmosphere of escalating restriction.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fritolay PepsiCo in Guatemala defended its most popular snack brand, Tortrix, against newer, cooler competitors.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Spanish football magazine Libero created a new market for a quarterly about the game in the context of a lifestyle environment.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Australian MasterCard evoked an emotional response to its brand by focusing on local rather than national attributes.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Animals Australia campaigned against the innate cruelty of factory-farmed animal products.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Denmark's Spies Travels made people aware of its City Getaways in a cluttered market.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Volkswagen Brasil turned a potentially difficult situation caused by government legislation into an advantage by 'unlaunching' an outdated vehicle, the VW Kombi Bus.

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