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Article • WARC Best Practice, January 2019

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

What’s working in magazines

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in the magazines.

How to use magazines effectively in the media mix

Article • 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.

Can your advertisement go abstract without affecting willingness to pay? Product-centered versus lifestyle content in luxury brand print advertisements

Research Paper • Francesco Massara, Daniele Scarpi, and Daniele Porcheddu, Journal of Advertising Research, Digital First, February 2019

Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits.

How models impact print ad effectiveness

News • 11 January 2019

The perceived behaviour of models in print advertising may help indicate the effectiveness of a brand’s messaging, according to a new study in the Journal of Advertising Research (JAR).

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

The long-term impact of advertising

Article • Matt Chappell, Ebiquity, 2018

This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.

Profit Ability: The business case for advertising - Sector analysis

Article • Ebiquity, 2018

This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.

The short-term impact of advertising

Article • Andrew Challier and Nick Pugh, Ebiquity, 2018

This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.

The total impact of advertising

Article • Andrew Challier, Nick Pugh and Matt Chappell, Ebiquity, 2018

This report brings together analysis of the short-term and long-term effects of advertising to offer a complete picture of the impact advertising has on the bottom line.

How consumers’ media usage creates synergy in advertising campaigns

Research Paper • Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 268-287

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Better investment in newsbrands could boost campaign profit

News • 11 May 2018

LONDON: Digital newsbrands not only provide brand-safe environments but, properly utilised, can deliver higher business returns for advertisers than general online display, new research says.

Re-evaluating media

Research Paper • Ebiquity, March 2018

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

Hearst Media looks to diversification

Opinion • Brian Carruthers, January 2018

Publishers faced with declining print ad revenues need to look beyond digital to pick up the shortfall, according to James Wildman, CEO Hearst Media.

Fiat: Fiat Spider Autogazzetta

Case Study • Direct Marketing Association - UK, Gold, 2017

Fiat, an automotive brand, re-designed a magazine review of its original Fiat 124 Spider sports car to advertise its new model in the UK.

Aussie magazine publishers need to speak up

News • 13 November 2017

SYDNEY: Despite falling circulations, Australian magazine publishers still have quite a lot going for them in terms of readership profiles and purchase influence, but they are failing to persuade agencies of their case, an industry figure has ...

Parachute Advansed Body Lotion: Confident in my Skin

Case Study • Rachana Mhetre, WARC Prize for Asian Strategy, Entrant, 2017

Beauty brand Parachute Advansed Body Lotion used a multichannel approach to carve out an identity in West Bengal, India.

The problem with magazines

Article • 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.

National Health Insurance Company – Daman: Ad D, a print ad that taught the UAE a lasting habit regarding vitamin D

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

Go Sport: Champions Hijack

Case Study • Ali Cheikhali, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how GO Sport, a sports goods brand, used a football match to feature its own products and increase sales in the UAE.

Print magazine ads boost brand metrics

News • 28 July 2017

SYDNEY: Adding print magazines to the media mix delivers a greater uplift in brand metrics than the average of any other two media channel combinations, new research has claimed.

Rethinking the role of magazines in the media mix

News • 07 July 2017

LONDON: As magazine media become increasingly defined by content rather than platform, media planners need to rethink their role in the media mix, an industry figure argues.

Omron: Fat Jason

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how medical devices company Omron increased sales of a digital scale in Brazil with a striking print ad.

National Health Insurance Company – Daman: Ad D, a print ad that taught the UAE a lasting habit regarding vitamin D

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Best Use of Brand Purpose, 2017

This case study shows how Daman, a health insurance brand, increased brand equity in the UAE using an educational campaign about vitamin D deficiency.

Stylight: The Fashion Mag Hijack

Case Study • AME Awards, Silver and Bronze, 2017

This case study explores how Stylight, an online fashion shopping platform, launched a national campaign in Germany to enable German women to scan any item in the fashion magazine and buy it directly through Stylight.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
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.
The total impact of advertising

Article • Andrew Challier, Nick Pugh and Matt Chappell, Ebiquity, 2018

This report brings together analysis of the short-term and long-term effects of advertising to offer a complete picture of the impact advertising has on the bottom line.
The long-term impact of advertising

Article • Matt Chappell, Ebiquity, 2018

This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
The short-term impact of advertising

Article • Andrew Challier and Nick Pugh, Ebiquity, 2018

This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
Global Ad Trends: Print and digital publishing

Data • James McDonald, WARC Data, June 2018

This report summarises the latest research from WARC's Data platform, with a focus on print and digital publishing. Key findings include: