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Turning the Page on Magazines (Association of National Advertisers)

October 14, 2019

Contributed to an article about how to still use print magazine ads in your marketing mix... specifically how you can A/B test creative inexpensively before running and how to attribute your traffic...

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


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 hold their own when it comes to how powerful a vehicle they can be."

Results metrics from the Association of Magazine Media (MPA) back that up, noting that print magazine ads still generate an ROI of $3.94 for every dollar spent.


full article:

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