Media & publishing

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How emotional and informational ads perform in print

News • 09 November 2018

Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).

Strategic insights into Gen Alpha from Beano.com

Article • Sam Peña-Taylor, Event Reports, November 2018

The Beano, the venerable British kids’ comic turned multimedia content company, has launched a brand consultancy; here it shares five strategic insights for engaging with Generation Alpha.

The opportunities and challenges around martech

Article • Amy Rodgers, Sophie Harding, Steve Lok and Damian Ryan, WARC Webinars, October 2018

Steve Lok, global head of Martech at The Economist, Sophie Harding, trends and insights director at Mindshare, and Damian Ryan, partner at Moore Stephens, discuss findings from the recent Martech Report.

Trend Snapshot: Media in the subscription economy

Article • Alex Brownsell, WARC Trends, October 2018

Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.

How Qantas got serious about content marketing

Article • Brooke Hemphill, Event Reports, Mumbrella Publish, September 2018

Qantas is prioritising quality and relevancy across multiple platforms – magazine, online, social, video – in its quest to become Australia’s best content marketing brand.

How Wonderbly's data driven and personalised marketing strategy had a direct impact on sales

Case Study • Christian Van Oostrum, Harry Davison, Ian Edwards and Ryan Harris, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Wonderbly, a publisher of personalised children's books, used media spend to drive 73% of global sales with this being particularly effective across the gifting period.

The Economist: Election Campaign

Case Study • Direct Marketing Association - US, Bronze, 2018

The Economist, a weekly magazine publication, re-engaged British voters by offering a cutting perspective with the brand's trademark wit (and a free copy of The Economist to help inform their vote).

Playboy returns to editorial, media

News • 13 September 2018

CHICAGO: Following an extended dalliance with becoming a lifestyle brand, Playboy magazine is hiring in media and focussing on creating provocative, progressive content in a more enlightened era than its founding.

'Neuro ballet': New media's unpolished advantage

News • 12 September 2018

LONDON: Guidelines and clean lines around a brand are the typical aims of marketers, but with new media – such as podcasts and Instagram Stories – an unpolished edge brings significant advantages.

Kodansha: Cosplay Encyclopedia

Case Study • SABRE Awards, Gold, APAC, Marketing to Youth, 2018

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Mills & Boon: Do You Dare?

Case Study • SABRE Awards, Gold, APAC, Consumer Marketing (New Product), 2018

Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Arcos Dorados: Book or Toy

Case Study • SABRE Awards, Gold, LATAM, Food & Beverage, 2018

Arcos Dorados, a fast food company, carried out several actions across Latin America to generate favorable reading habits in children.

Consumer magazines: grounds for optimism

News • 20 August 2018

LONDON: The UK’s three leading consumer magazine publishers all saw total average circulations decline in the first half of 2018, but observers have suggested that there are grounds for optimism in the latest ABC data.

What’s the proper context for pharma ads: Lifestyle or healthcare content?

Article • Marylyn Donahue, Event Reports, DTC National conference, April 2018

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Agency 360i demonstrates the narrative potential of voice skills

Article • Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

Facebook dabbles with a print magazine

News • 25 June 2018

LONDON: Facebook has always maintained that it is not a publisher, yet that has not stopped the social media giant from quietly launching its own print magazine.

How Beano became the new social currency for a new generation

Case Study • Marketing Society UK, Excellence Awards, Winner, Brand revitalisation, 2018

Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.

Inter-Religious Council in Bosnia and Herzegovina: One Book for Peace

Case Study • SABRE Awards, Gold Sabre Award For Multicultural Marketing, EMEA, 2018

Inter-Religious Council in Bosnia and Herzegovina, a non-governmental organization, launched the One Book for Peace campaign in the Balkans to draw on the similarities between messages in the Bible and the Quran.

Heyne Hardcore: The Book Tape

Case Study • AME Awards, Bronze, 2018

Heyne Hardcore, a publishing company, launched The Book Tape campaign in Germany to increase consumer awareness for the book, Schottendisco.

Brands can tap Latino fans during FIFA World Cup

News • 16 May 2018

SANTA MONICA: The US may not be sending a team to this summer’s World Cup in Russia, but brands will still be able to tap into plenty of interest among the Latino community, according to a Panini executive.

NME: The death of a British institution or a smart move for the future?

Opinion • Shaun Austin, April 2018

The end of the NME print product would imply that the iconic music paper was in terminal decline, but Shaun Austin of Future Thinking disagrees.

VICE targets India

News • 25 April 2018

MUMBAI: VICE, the youth media brand, has officially launched its operation in India, in partnership with The Times of India Group, as it targets what will be the youngest country in the world in a couple of years’ time.

Meredith rethinks ad sales at Time Inc

News • 28 March 2018

NEW YORK: Meredith, the media business, is unpicking the ad sales structure at Time Inc, the publisher whose acquisition it completed in January this year.

What publishers need to know about GDPR

News • 14 March 2018

GLOBAL: Publishers are on the front line for GDPR compliance and have a unique opportunity to deliver transparency and boost consumer trust while also addressing issues such as ad blocking, an industry figure maintains.

How publishers can get ready for GDPR

Article • Adrian Newby, WARC Best Practice, March 2018

Provides publishers with essential information on how to prepare for the General Data Protection Regulation, which increases compliance obligations around the collection and processing of personal data.

What can brand marketers learn from Spotify's approach to personalisation?

Article • Alex Underwood, Admap Magazine, November 2018

Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.
Five things MTV knows about Gen Z

Article • Low Lai Chow , Event Reports, All That Matters, September 2018

Gen Z consumers are more focused on experiences rather than materialism when it comes to which content they enjoy.
Context is key to improving campaign effectiveness

Article • Rebecca Burchnall and Andrew McLean, Admap Magazine, June 2018, pp. 25-27

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.
Rogue One: Everything but Rogue with Data

Case Study • Jack McLaren, Dan Radford, WARC Media Awards, Gold, Best Use of Data, 2017

Disney launched Rogue One, its second film in the Lucasfilms Star Wars franchise, using a data and technology infrastructure that enabled a personalised video and content experience across multiple platforms.
Melbourne International Film Festival: How selling future memories broke historic records

Case Study • Chamari Kariyakaranage, David Phillips, Adrian Mills, WARC Awards, Silver, Effective Content Strategy, 2017

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.
The Economist: Raising Eyebrows and Subscriptions

Case Study • Darren Burnett, Institute of Practitioners in Advertising, Gold, The Channon Prize for Best New Learning, IPA Effectiveness Awards, 2016

This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.