Warc Briefing: Magazines

This briefing offers an overview of the history, theories and key trends related to Magazines.

Warc Briefing: Magazines

Definition: Magazine advertising effectiveness is measured by tracking shifts in key performance indicators attributable to communications activity in the print or online version of a magazine. Commonly-used indicators are brand awareness, ad recall and purchase intention.

Quick facts

  • Global magazine advertising is forecast to reach $43bn in 2011, equivalent to 9% of total aspend – down from 12% in 2001.i
  • Russia and India are expected to be the fastest growing magazine ad markets in 2011, according to the Warc Consensus Forecast.ii
  • In the US, magazines have the highest level of undivided attention of...
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