How to plan magazines (watch your weight!)
"STAS and Recency thinking demonstrates that short-term scheduling issues (intensity and reach levels) are critical determinants of advertising effectiveness.
Media scheduling practice may be more the cause of any magazine effectiveness weaknesses than any reason of consumer response"
John Billet 2004
Significant changes in magazine planning data should lead to campaigns that are expected to deliver significant impact each week and tangible sales results.
There is good evidence to suggest to advertisers and planners that an increase in overall ROI is a likely outcome of increased weight in magazines. The time is right for many advertisers to consider the weight of magazine advertising on the schedules.
More information on this topic.
Planning Uncovered
Planning Unovered explains how magazines can make media budgets work harder - improving the efficiency of schedules and optimising media planning targets. It explains how:
- Sales performance can be boosted by incorporating magazines in mixed-media scheduling
- Audience delivery of ratings, reach and repetition can be optimised by increasing magazines' budget allocation
- Ad awareness can be improved by the cost-effective addition of magazine advertising
Readership accumulation through time
