Marius Cloete, on behalf of Magnetic, WARC Best Practice, July 2017
This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.
Magazine publishers Condé Nast and Hearst are restructuring their sales and marketing divisions to better serve advertisers, while disappointing results at Axel Springer could herald changes there under its new private equity partnership.
Data for 12 key markets from WARC’s International Ad Forecast show that total print ad revenue – across newspaper and magazine publishers – has more than halved between 2009 and 2017, and is projected to dip by 6.4% to $44.5bn this year.
Brooke Hemphill, Event Reports, Mumbrella Publish, October 2017
Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.
Leonids Aleksandrovs, Peter Goos, Nathalie Dens and Patrick De Pelsmacker, Journal of Advertising Research, Vol. 55, No. 4, 2015, pp. 443-457
The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.
Rodrigo Uribe and Enrique Manzur, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 907-920
In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type.
James Collins, David Dixon, Wayne Eadie, Mark Reggimenti, David Shiffman, Julia Soukhareva, Judy Vogel and Britta Ware, Journal of Advertising Research, Vol. 50, No. 1, 2010, pp. 10-15
This article summarises two papers: "Magazines & Media Mix Models: Prescription for Success" and "Better Representing Magazine Effects in Marketing Mix Modeling" presented at the October 2009 Worldwide Readership Research Symposium in Valencia, Spain.
Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.