Creative executions to match the magazine

Magazines’ ability to select particular target audiences means there's the opportunity to enhance the communication by using different creative executions in different types of publication. A ready example would be a product for all age groups whose advertising schedule includes teenagers’ magazines as well as titles serving an older market. Running different advertisements in the teen magazines could increase their readers’ feeling that the product was truly for them.

EMAP’s “Youth Facts 4 “ survey [17] bears this out. A range of advertisements from youth magazines was shown to the sample of 11-19 year olds and their reactions assessed. The survey’s conclusion was that “the youth of the nineties are an extremely advertising literate bunch. Having been bombarded by billions of advertising messages since babyhood, they have increasingly high standards. Hugely appreciative and enthusiastic if an advertisement hits the right note, teenagers can be downright cynical if it doesn’t... Fun, simple yet novel images which are specifically tailored to this target market tend to be most favourably received.”

The ROAR project [59] emphasised this. 15-24 year olds’ views on advertising were summarised by the comment “If you don’t talk to me in the right way, you’re not coming in”. The project found that messages are more likely to be trusted, digested and acted upon when there is synergy between the brand itself and the publication in which the message is read.

The AIM study [53] contributed evidence outside the teen market. AIM (Ads In Magazines) was designed by SouthBank Publishing Group to examine a wide range of advertisements appearing in women's monthly magazines, in response to pleas for more qualitative research. Over one hundred advertisements were chosen, and assessed in postal surveys among more than 5,000 readers, and in focus groups and individual depth interviews conducted by Robert Quayle. A central finding was the importance of running creative treatments that were appropriate for the readership and the editorial environment. "Deliver the brand message by tailoring advertisement to magazine style; empathise with the readers - don't alienate or patronise them; reflect the language of the audience or the lifestage."

Women readers' reactions to car advertisements are an example. The AIM report said "The car category often seems to be the reserve of men but results from AIM provide invaluable insights for car advertisers into how and how not to talk to women. Generally, readers felt car ads didn't speak to them, either because they were alienating or patronising." One advertisement was particularly criticised in a focus group of Woman & Home readers. While the ad looked attractive, the copy not only failed to engage their interest, it actively repelled them because of its male-oriented attitude. One reader succinctly said "Have you read this? 'Seductively curvaceous bodywork'! Come on - do women look for that?" In contrast an ad for a different car was very positively received because it combined creative interest with the right tone of voice for women, and it successfully captured a mood with the readers.

At a PPA seminar Roy Edmonson, Marketing Director of Levi-Strauss UK [60], declared his view that each market segment must have its own magazine advertisements. Not only that, for Levi Jeans with their particular and strong image, he feels that each selected magazine’s own branding must fit with the product’s branding. The attitude of the magazine needs to match the attitude of the brand. “Small and perfectly formed magazine readerships minimise waste and are very cost-effective.” For the 15-19 year olds who are the core target audience “the ad must look as exciting as the editorial”.