Media Outlook: Magazines: capitalizing on an intimate connection

One of a number of expert reviews of the U.S. media scene produced in March 2003, and looking at 2003/4.

Media Outlook

Magazines: Capitalizing on an intimate connection

Eric Gruseke Reader's Digest

Want a reality check on the future of advertising? Look around an airport terminal. People are talking on cell phones, e-mailing on PDAs, and working away on laptops. Ten years ago, they were all reading magazines and newspapers.

That's just one snapshot of a fundamentally changed media landscape. Attention is in short supply, and it's not tied to a time slot. People now consume media in more personal patterns, so that placing advertising by time of day or category of media no longer assures a connection.

The...

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