Magazine marketing in the 1990s

Geoff Wicken

The author discusses how well magazines market themselves, to advertisers as well as readers. Using a four-point matrix, he shows how well various options seem to work, who has done what, and some uses of research.

Magazine marketing in the 1990s

Not survival, more a way to grow

Geoff Wicken

How magazines do their marketing is important to other people too - advertisers as well as readers. Short-term issues apart, how are they doing it? Using a basic four-point matrix, the author shows how well various options seem to work, who's done what, and the quite useful functions of research. Some key issues: branding; editorial quality; and long-term perspectives distinguishing between strategy and tactics.

The print media have been talking about their marketing, and variously trying to apply professional marketing skills more...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands