References
More than 300 research studies were examined in the course of preparing How Magazine Advertising Works. The studies directly referred to in the text are listed below, together with references to other sources.
References to websites were all operational at the time this report was completed (May 2005) but it is possible some may subsequently be removed by the webmasters.
(A) The Reader Relationship
1. ‘Gardening Market Study’, EMAP Apex, conducted by Marketing Direction, 1994
2. ‘Magazines Into 2000’, Henley Centre, published by PPA, 1995
3. ‘Building Brands’, Judie Lannon, paper at PPA Seminar ‘Effective Advertising with Magazines’, 21 September 1995
4. ‘Planning for Consumer Change’, Henley Centre, 2004. This is partly based on a re-interview survey among BMRB’s TGI informants. The conclusions are summarised in PPA’s ‘Delivering Engagement’ – see the reference below.
5. ‘Delivering Engagement: fresh perspectives on getting closer to readers’, PPA Research Report 76, 2004. Download this report [PDF]
6. ‘Status Anxiety’, Alain de Botton, Penguin Books Ltd, 2004.
7. ‘Magazine Reader Experience Study’, conducted by the Media Management Center at Northwestern University, and commissioned by Magazine Publishers of America and the American Society of Magazine Editors, 2003. Visit www.magazine.org. For a technical description of the study, see the reference below.
8. ‘Conceptualising and measuring magazine reader experiences’, Edward Malthouse, Bobby Calder & Wayne Eadie, paper at Worldwide Readership Research Symposium at Cambridge, Massachusetts, 2003. This is a technical description of the survey, mentioned in the reference above.
9. ‘Media Values’, IPC Magazines, conducted by Research Services Ltd, 1992
10. ‘Editorial Dynamics’, G+J of the UK, conducted by Guidelines Market Research, 1992
11. ‘Defining the Vogue Reader’, Conde Nast Publications, conducted by RSGB Media, 1995.
12. Robert Jones of Wolff Olins, quoted in ‘Brands Names Bring Special Brain Buzz, New Scientist, 17 August 2002.
13. ‘MediaDNA’, ZenithOptimedia, and a range of media sponsors including IPC Media; conducted by Millward Brown, 2001-2004
14. ‘Advertisement Promotions: The Readers’ Perspective’, National Magazine Company, conducted by The Research Business Group, 1994.
15. ‘People Love Their Magazines!’, WCRS Media Research Department, 1989.
16. ‘Vanity Fair: Influences’, Conde Nast Publications Ltd, conducted by Navigator, 1994.
17. ‘Youth Facts 4’, EMAP Consumer Magazines Ltd, conducted by Millward Brown International, 1994
18. ‘Youth Facts 5’, EMAP Consumer Magazines Ltd, conducted by The Psychology Business, 1997
19. TMB Weekly, 24 September 2004.
20. ‘TV Listings Panel Research’, conducted by NOP Solutions for IPC tx, 2000.
21. ‘Children’s Magazines’, Chrissie Wells & Caroline Buck, of Diagnostics, published by PPA, 1995
22. ‘Women and Magazines: The Medium and the Message’, National Magazine Company and G+J of the UK, conducted by the Strategic Research Group Ltd, 1989
23. ‘The Quality Medium, The Quality Message’, The SouthBank Publishing Group, conducted by Mulholland Research Associates, 1989
24. ‘A Comparison of Magazines and Newspaper Review Sections’, The National Magazine Company and Ogilvy & Mather Media/The Network, conducted by Robert Quayle, 1995
25. ‘Reader Selection: the principle which ensures that magazines and newspapers communicate effectively’, Guy Consterdine, paper at ESOMAR Seminar ‘Quality in Publishing’, 1985.
26. ‘Communicating Effectively’, Pat Roberts Cairns, paper at PPA Seminar ‘Effective Advertising... with Magazines’, 21 September 1995.
27. ‘Absorbing Media: A Media Involvement Study’, conducted by NFO WorldGroup for PPA, 2002. Download this report [PDF]
28. ‘Absorbing Media: A Rough Guide to Media Usage’, summary booklet written by Peter Dear for PPA, 2002. Download this report [PDF]
29. ‘Perspectives of a Woman’s Monthly Magazine’, G+J of the UK, conducted by BMRB, 1992.
30. Unpublished reports by Behavioural Studies Ltd, Plastow Research and Communications Research Ltd for International Thomson Publishing Ltd, cited in ‘Readership Research & the Planning of Press Schedules’, Guy Consterdine, Gower Publishing Company Ltd, 1988.
31. ‘Why Customer Magazines Work’, Redwood, 2002. Based largely on The Henley Centre’s ‘Redwood Engagement Survey’ (reference 100)
32. ‘National Readership Survey’, NRS Ltd, currently conducted by Ipsos-RSL. The survey has run continuously since 1956.
33. ‘Quality of Reading Survey (QRS)’, IPA, ISBA & PPA, conducted by RSL-Research Services Ltd, 1998. Find out more about QRS
34. ‘Reader Categorisation Study’, JICNARS, by Research Services Ltd, 1972.
35. ‘Don’t Talk To Strangers – the Quality of Magazine Reading Survey’, conducted by Roy Morgan Research for Magazine Publishers of Australia, 2002. See www.magazines.org.au
36. ‘Media Values Diary’, IPC Magazines, conducted by Research Services Ltd, 1992.
37. ‘Diary Panels Research: a Report on Phase 1’, James Rothman, JICNARS, 1985.
38. Three studies by the Alfred Politz organisation in USA, covering the Saturday Evening Post (in 1960), McCall’s (in 1962) and Reader’s Digest (in 1966).
39. ‘Readership Accumulation Study’, published by NRS Ltd. NRS subscribers have access to the entire database, which can be found on the subscriber-only section of the NRS website, www.nrs.co.uk. The full technical report can also be found there. The following reference (40) provides an overview.
40. ‘Distributing Print Exposures Through Time’, Guy Consterdine, Admap, November 2004. The text can also be found at www.consterdine.com
41. ‘The Life of a Magazine: a rough guide to the effective use of readership accumulation data’, published by PPA, 2004. Download the report [PDF]
42. MRI readership accumulation study, described in ‘Magazine Audience Accumulation: Discussion of Research Issues, Modeling and Application’, Julian Baim, Martin Frankel, Joseph Agresti & Risa Becker; paper at Worldwide Readership Research Symposium, Venice, 2001.
(B) The Advertiser Relationship
43. ‘Facing the Press: new ways to make press advertising research more effective’, Wendy Gordon & Neil Swan, paper at Market Research Society Conference, 1992
44. ‘Ad Track 94’, IPC Magazines, conducted by Millward Brown International, 1995.
45. Unpublished report by Gallup for International Thomson Publishing Ltd, cited in ‘Readership Research & the Planning of Press Schedules’, Guy Consterdine, Gower Publishing Company Ltd, 1988, p168.
46. ‘DEMOS’, Timothy Joyce, Admap, June 1967.
47. ‘Magazine Dimensions, 2004’, compiled by Media Dynamics Inc, based on Burke, Gallup & Robinson, Starch and other studies. Published in Magazine Publishers of America’s 2004 ‘Magazine Handbook’. Downloadable from MPA’s website at www.magazine.org
48. ‘The Magazine Handbook, 1996/1997’, Magazine Publishers of America, 1996.
49. ‘Stop/watch’, by Patrick Hermie, Trui Lanckriet, Koen Lansloot & Stef Peeters, published by Medialogue (the sales house of Sanoma Magazines Belgium), 2005. Visit www.medialogue.be or download the full report [PDF]
50. ‘Advertising Effectiveness: findings from empirical research’, G. Franzen, NTC Publications, 1994
51. ‘A Food Shopper is a Food Shopper is a Food Shopper?’, Reader’s Digest, 1995. The quoted speaker was Richard C Anderson, Vice-Chairman, Lands End.
52. Speech by Christine Walker of Walker Media at PPA Conference, ‘Jumping On The Brand Wagon’, 8 May 2002.
53. ‘AIM (Ads In Magazines)’, SouthBank Publishing Group of IPC Magazines, conducted by SouthBank Solutions/ NSM Research / Robert Quayle Research, 1997
54. ‘Today’s Fashionable Values’, SouthBank Publishing Group of IPC Magazines, conducted in-house, 1995.
55. ‘The Dynamics of Communication’, G+J of the UK, conducted by RSGB, 1989
56. ‘Parenting Magazines: The Essential Medium’, EMAP Elan, conducted by BMRB International, 1995.
57. ‘The Women’s Weekly Magazine Environment’, IPC Magazines Weeklies Group, conducted by Robert Quayle, 1993
58. ‘The Presenter Effect, or Does the Medium Affect the Message?’, Alan Smith, Admap, February 1972. This is also summarised in ‘Does the Medium Affect the Message?’, Alan Smith, paper at FIPP Workshop, Athens, November 1994
59. ‘ROAR: Right Of Admission Reserved’, EMAP Consumer Magazines and others, 1996
60. ‘Levi Jeans - Communicating Effectively’, Roy Edmonson, paper at PPA Seminar ‘Effective Advertising... with Magazines’, 21 September 1995
61. ‘Creative Format, Premium Impact’, conducted by Lawes Consulting, published by PPA, 2003. Download this report [PDF]
62. ‘Advertorials: Qualitative Research’, SouthBank Publishing Group of IPC Magazine, 1996.
63. ‘The Samples Research’, Medialogue, 2002. Referred to on page 58 of ‘Stop/watch’ (qv).
64. ‘Marie Claire Sampling Research’, conducted by The Wire for IPC Innovator and Sampling Innovations, 2004.
65. ‘Consumer Perceptions of Inserts’, conducted by The Future Foundation for the Direct Marketing Association, 2003.
66. ‘Media Futures 1994/95’, Henley Centre, 1995. Also cited in reference 2 above.
67. ‘The Hello! Impact Report on Issue 526 dated September 12, 1998’, Hello! Ltd, conducted by European Data & Research Ltd, 1998
68. ‘Specialist Magazine Values’, IPC Magazines, conducted by Research Services Ltd, 1996
69. ‘Pre-Testing Magazine Ads’, Terry Prue, HPI Research Group, in PPA Research Report No. 37, 1996
70. ‘Magazine Advertising Effectiveness’, Guy Consterdine, PPA Report No. 61, May 2000.
(C) Evidence that magazine advertising sells products
71. ‘Sales Uncovered’, PPA, May 2005. Download this report [PDF]
72. ‘Magazines Uncovered’, PPA, 2005. The first brochure in this series was ‘Sales Uncovered’ (see reference above).
73. ‘tvSpan: The Medium Term’, Andrew Roberts of TNS, Admap, November 2000.
74. ‘Proof of Performance’, Alan Smith, PPA Research Report 43; conducted by Taylor Nelson AGB, 1997.
75. ‘Proof of Performance II’, Alan Smith, PPA Research Report 53; conducted by Taylor Nelson AGB, 1998. Download this report [PDF]
76. ‘52 Reasons Why Magazines Make Things Happen’, PPA, 1994.
77. ‘Standing Up To Be Counted’, Lisa Pollard, speech at Media Research Group Conference, Dublin, 1997.
78. ‘How Magazines Work’, edited by Christina Hartley, published by IPC Magazines, 1998
79. The IPA Advertising Effectiveness Data Bank. Available through www.warc.com
80. ‘Advertising Works ‘ series of biennial books, IPA, published by NTC Publications Ltd.
81. ‘Sales Scan’, Magazine Publishers of America, conducted by A C Nielsen, 1999
82. ‘Take A Fresh Look At Print’, Alan Smith for FIPP, 1999. Downloadable from FIPP’s website at www.fipp.com
83. ‘Take A Fresh Look At Print, second edition’, Alan Smith, for FIPP, 2002. Download this report [PDF]
(D) Channel planning: positioning magazines within the total media landscape
84. ‘At last – a breakthrough in measuring channel neutrality’, Sheila Byfield, presentation at Media Research Group’s Conference, Madrid, 2004.
85. ‘You Talkin’ To Me?’, Chartered Institute of Marketing agenda paper, January 2004.
86. Hamish Pringle, in MediaWeek, 14-21 September 2004; 2004 data from private correspondence.
87. ‘IPA media neutral project – an update’, Lynne Robinson, presentation at Media Research Group’s Conference, Madrid, 2004.
88 ‘Compose’, BMRB. Visit www.bmrb-compose.co.uk
89. ‘Leisure Interests Study’, conducted by Linda Jones & Partners for IPC Media, 2001
90. ‘MediaTime Study’, Vlerick Leuven, Gent Management School, 2002.
91. ‘Media Choices – A Multimedia Involvement Study’, conducted by Erdos & Morgan for Magazine Publishers of America, 2000. Downloadable from MPA’s website at www.magazine.org
92. ‘Courting the Consumer’, Magazine Publishers of Australia, conducted by Lenehan Lynton Bloom Blaxland, 1995
93. ‘Media Experience Study 2004’, conducted by Veldkamp/TNS NIPO for Cebuco, 2004.
94. 'Online and print advertising', Ipsos-Insight and Faulkner Focus, 2004. Visit www.fipp.com/1511
95. ‘Digital Mag Subscribers Forward Ads, Link To Sponsor Sites’, MediaPost Daily, 6 April 2005
96. ‘Media Preferences of Digital Consumers’, VNU Global Media, 2004.
97. ‘The Customer Publishing Industry’, Mintel, prepared for APA, 2005. An executive summary is downloadable from www.apa.co.uk
98. ‘APA Advantage Study’, Millward Brown, for APA and Royal Mail, March 2005. Visit www.apa.co.uk
99. ‘Consumer Attitudes To Customer Magazines’, Millward Brown, for APA and Royal Mail, 2003. Visit www.apa.co.uk
100. ‘Customer Satisfaction Research Into Customer Magazines’, Redwood Publishing, conducted by BMRB Business Solutions, 1999
101. ‘Redwood Engagement Survey’, Redwood, conducted by The Henley Centre, 2001.
102. ‘The Double Jeopardy of Sales Promotions’, John Philip Jones, Harvard Business Review, Sept/Oct 1990.
103. ‘The After-effects of Large Scale Consumer Promotions’, Andrew Ehrenberg, London Business School, October 1992.
104. ‘When Ads Work: New Proof That Advertising Triggers Sales’, page 56, John Philip Jones, Lexington Books, 1995.
105. ‘Fact-based Strategies for Managing Advertising & Promotional Dollars: Lessons from Single-Source Data’, Magid Abraham & Leonard Lodish, Working Paper No. 89-035, Wharton School, University of Pennsylvania, 1989.
106. ‘Strategies of Successful Brands’, Justin Sargent, Nielsen, Admap, March 1996
107. ‘Real versus Discount Marketing: Which consumers respond to price promotion – and does it work?’, Taylor Nelson AGB, 1996.
108. 'The Case Against Price-Related Promotions', Andrew Ehrenberg & Kathy Hammond, Admap, June 2001.
109. ‘Measuring Magazine Effectiveness: Quantifying the Sales Impact of Magazine Advertising’, Magazine Publishers of America, 2001. Downloadable from MPA’s website at www.magazine.org (click on ‘Measuring The Mix’).
110. ‘Modelling Magazine Effectiveness’, Robert Wyman and others, a paper at Worldwide Research Research Symposium, Venice, 2001. This paper describes the method of measuring ‘effectiveness’.
111. Author’s private correspondence with Bob Wyman of MMA, 2002.
(E) Mixed-media advertising: effectiveness of combining magazines & TV
112. BARB/TGI fusion, using KMR-SPC’s Mercury software.
113. ‘Multiplying the Media Effect’, Magazine Marketplace Group (under PPA), published by PPA, 1987
114. ‘The Media Multiplier’, consolidated research report written by Guy Consterdine on behalf of Press Research Council, 1990
115. ‘The Multiplier Effect: TV + Print Improves Communication’, Rolf Speetzen, ESOMAR/FIPP Print Brands Conference, Paris, January 2001.
116. FIPP (the International Federation of the Periodical Press) has published three compilations of studies: ‘The Media Multiplier: Increasing Sales, Worldwide’,1991; ‘Take A Fresh Look At Print’, 1999; ‘Take A Fresh Look At Print, Second Edition’, 2002. Many further recent studies are summarised in the research section of FIPP’s website, www.fipp.com
117. ‘Knowledge is Power. Opportunities for Publishers from New Research Developments’, Alan Smith, paper at FIPP Congress, Amsterdam, 1995
118. ‘Does Magazine Advertising Work, and How Can We Best Harness its Power?’, Andy Farr, Millward Brown, Admap, December 1995
119. ‘Advertising Effect’, Magazine Publishers of America, conducted by Millward Brown, 1999. The report is summarised on MPA's web site, www.magazine.org
120. ‘Proof of Performance’, speech by Graham Hawkey-Smith, Media Solutions Group, at PPA's Magazines '98 Conference, London.
121. ‘Kenco Mixed-Media Test’, IPC Magazines, 1996
122. ‘Co-operation Instead of Confrontation’, Bauer Publishing, paper at FIPP Research Seminar, London, 1993. Also summarised in Appendix 3 in ‘Hearts & Minds Advertising’, Alan Smith, PPA Research Report No. 19, 1994
123. ‘When Ads Work: New Proof That Advertising Triggers Sales’, John Philip Jones, Lexington Books, 1995
124. ‘Does STAS Only Work With Television Advertising?’, paper by John Philip Jones, Syracuse University, 1998
125. ‘The Road To Accountability: If We Take It, They Will Follow’, Bob Warrens, J Walter Thompson (USA), paper from Worldwide Readership Research Symposium 6, San Francisco, 1993. Also summarised in Appendix 2 in ‘Hearts & Minds Advertising’, Alan Smith, PPA Research Report No. 19, 1994
126. ‘Readers and their magazines’, Kathi Love, presentation at FIPP Ad Sales Workshop, Amsterdam, 2003
127. ‘More Bang For Your buck’, John Billett, presentation given at PPA Conference, London, May 2005. The Powerpoint slides may be downloaded from www.ppamarketing.net
128. ‘A Change of Plan: Fishing In Different Parts of the Pool’, John Philip Jones, at PPA Conference, May 2004.
129. ‘General Truths?’, Leonard Lodish & Beth Lubetkin, Admap, February 1992
130. ‘Getting The Most Out of Advertising and Sales Promotion’, Magid Abraham & Leonard Lodish, Harvard Business Review, May-June 1990
131. ‘Breakthrough or Bunfight?’, Colin McDonald, page 35, Admap, June 1995
132. ‘Effective Frequency: Some Answers At Last!’, Phil Gullen, Carat UK: paper presented at ARF 6th Annual Media Research Workshop, New York, May 1995
133. ‘What Do We Know About Advertising’s Short-term Effects?’, Andrew Roberts, Admap, February 1996.
134. ‘What is the short-term effect of advertising?’, Colin McDonald, Admap, November 1970. Also published in ‘Market Researchers Look At Advertising: a collection of ESOMAR papers 1949-1979’, editor Simon Broadbent, Sigmatext 1980; and in ‘Advertising Reach & Frequency: Maximising Advertising Results Through Effective Frequency’, Colin McDonald, Association of National Advertisers and NTC Business Books, Illinois, USA, 1995
135. ‘How Advertising Works: A Review of Current Thinking’, Colin McDonald, The Advertising Association in association with NTC Publications Ltd, 1992. See pp 83-85
136. ‘The 30/30 Synergy Study’, published by the Print Media Association of South Africa, 1994
137. ‘Advertising In A Recession’, 1999, Prof. Patrick Barwise, published by NTC Publications Ltd.
138. ‘Successful Competitive Strategies for Recession and Recovery, Tony Hillier, published in Market Leader, Spring 1999. A condensed version is given in the Barwise book, reference 104.
139. ‘The Value of Advertising During An Economic Downturn’, October 2002, American Business Media – displayed on the website www.americanbusinessmedia.com