Magazine Effectiveness

Using magazines as a marketing channel

Magazine Effectiveness

Ronnie Thomas, Warc Prize for Asian Strategy, Shortlisted, 2015

The case study talks about "The Gentlemen's Wager" – Johnnie Walker Blue Label's first centrally executed global digital campaign which was activated from August to November 2014 across 24 countries globally and eight countries in Asia.

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2015

This case study describes how Crocs, a casual shoe brand, used its signature design to reinvent itself as a fun brand, and reignite consumer love.

Ian Wright, Admap, October 2015

This case study shares best practice guidelines for native ads, based on research into what consumers think of them.

Fred Beard, Journal of Advertising Research, Vol. 55, No. 3, 2015
U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising. But how effective are such tactics? What are the outcomes that can occur when prominent non-professional brands directly target one another by name? Acknowledging a dearth of research on this topic, this study investigated the effectiveness of comparative advertising for a prominent service brand.

The Communications Council, Grand Effie, Australian Effie Awards, 2015

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

Tony Regan, Admap, September, 2015

This article provides guidance for planning magazine media, which are well equipped for the digital and social media era with content across multiple platforms.

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.

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.



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