How Magazine Advertising Works
Introduction
The purpose of this area of the website is to set out a description of how magazine advertising works and to support every step of the account by citing research evidence.
Sections
- The Reader Relationship
- The Advertiser Relationship
- Evidence that magazines sell products
- Channel planning: Positioning magazines within the total media landscape
- Mixed-media advertising: the effectiveness of combining magazines and television
Search
Alternatively, you can download the report in its entirety (115 pages) as a pdf.
More than 300 research studies have been referred to in compiling these pages. The sheer number of studies available has forced us to be very selective in the choice of surveys to build into our review. Moreover we have summarised most of them within a handful of paragraphs or less. This hardly does justice to them as individual surveys but in all cases a reference is given so that readers can examine the research in more detail if desired, and sometimes a link to a website can be provided.
The main focus of How Magazine Advertising Works is the UK, but in a number of places we have referred to surveys from other countries where they contribute evidence of a kind that is not available in the UK, or where they provide important reinforcement of UK results. It is in fact very clear, from the mounting evidence from dozens of countries around the world, that the characteristics of magazines which this report celebrates are not confined to the UK. Readers’ love of their magazines, and the effectiveness of advertising in the medium, are truly global phenomena.
How Magazine Advertising Works is compiled and written by Guy Consterdine. Guy would be pleased to receive suggestions of new material for inclusion in a future edition or on this website, or any comments about this edition.