Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness


Rajat Mendhi, Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Gillette, the shaving brand, encouraged Indian men to shave by highlighting research that suggested a majority of women thought unshaven men were not clean.


Edith Smit, Sophie Boerman and Lex van Meurs, Journal of Advertising Research, Vol. 55, No. 2, 2015
Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media. In the current study, characteristics of 183 magazine advertisements and their direct context were coded systematically and linked to eye-tracking data, producing more than 19,000 observations.

Effie Worldwide, Bronze, North America Effies 2015

This case study explains how Fleetmatics, a GPS vehicle tracking software, adjusted its message for small businesses in the US, cutting the jargon and bringing in a straight-talking brand character.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.


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.

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