Fitting the brand to the community

The drivers of magazine reading

Pre-testing magazine ad creative work
The need for pre-testing
Initial guidelines for creating effective magazine ads

Attitudes to media: information content and tailoring to users’ needs

Targeting is a key strength of magazines
Magazines can target specific groups of people with precision and without wastage. The targeting can be defined in terms of demographics, interests (e.g. sailing), or a variety of other ways.

People have a variety of interests and needs
The strength of magazines begins with the fact that people have strong interests and needs, and these interests vary from person to person.