New tools and tactics enable brands to better measure the effectiveness of print magazine advertising

David Ward

Print magazine advertising has been staging a bit of a renaissance in recent years, as CMOs and brand managers realize it can be an effective way to tell a great product story to the right audience.

Print magazine advertising may be down, but it's far from out. Though unlikely to ever come close to matching its pre-internet glory years, print magazine advertising has been staging a bit of a renaissance in recent years, as CMOs and brand managers realize it can be an effective way to tell a great product story to the right audience, especially older, affluent consumers.

"Print magazines have lost a lot of scale when you look at the whole media universe," says Jim Smyth, president and CEO at the print/direct response specialty agency White Star Media. "But at the same time, they...

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