6 | Magazine World | December 2007 fipp.com
news
New creative diagnostic
FIPP
tool to improve advertising
World
accountability
Magazine
Trends
M
agazine Publishers of America tool was based on insights gleaned from new
2007/08
(MPA) has released a new diagnostic studies commissioned by MPA, in which 25,000
tool that will allow advertisers to readers were surveyed using Affinity LLC’s VISTA
assess engagement with magazine Print Effectiveness Rating Service to determine the
out now
advertising creative and ultimately strengthen ad relationship between reader engagement and the FIPP’s annual World Magazine
recall and action-taking. The tool, which is based effectiveness of more than 5,000 ads. Trends is now available for
on new and existing engagement research, delivers Key findings from the new research confirm that: purchase! The exclusive book
in-depth information on how consumers experience
covers over 55 publishing
the magazine ads, beyond just scores. More engaged readers are more likely to recall
markets around the world,
The magazine creative diagnostic tool consists and act on magazine advertising than less engaged
with data available for both
of a battery of 26 engagement questions based on readers.
consumer and b2b.
attributes that correlate highly with advertising The overall relationship between greater reader
This magazine industry
effectiveness. The creative diagnostic tool can engagement and higher ad effectiveness holds
bible features commentary by
be easily incorporated into advertisers’ existing true consistently across advertising categories and
leading fi gures from each
magazine ad creation process to assess differing magazine genres.
region and offers information
on advertising and sales
creative approaches, to evaluate the potential Magazine reader engagement is driven by
revenues, sales practices,
impact of new versus existing campaigns, or to magazine advertising, not just editorial content.
magazine circulation fi gures,
compare an advertiser’s magazine campaign to Using engagement metrics to assess advertising
top publishers and economic
competitors’. The resulting metrics can then be creative can help improve ad recall and action taking
regional trends. The 2007/08
used to create a database over time to inform future by providing valuable insights into how consumers
edition also features a
magazine advertising creative development. connect with the ad.
comprehensive section on
“We developed the creative diagnostic tool as
Latin America, including
a service to marketers looking to take magazine Full study results and a user kit with the creative
country profi les on Ecuador
accountability to the next level,” said Ellen diagnostic tool are available on the MPA website at
and Peru; and brand new,
Oppenheim, executive vice president and chief magazine.org. comprehensive statistics on
marketing officer, MPA. “Insights from our tool A comprehensive research database is also Argentina, Colombia, Chile
can be used to develop or choose creative that available on fipp.com. And don’t forget to sign up and Mexico.
will increase the likelihood of reader action and for FIPP’s quarterly research e-newsletter while Available in print and
ultimately, drive higher ROI from magazine ads.” you’re there!
online, World Magazine
The magazine advertising creative diagnostic
Trends is a must-have for
publishers, advertisers,
analysts and academics. And,
don’t forget: as a member of
FIPP, you will receive £100 off!
For more information, see the
insert in this edition of
Magazine World or contact
Rolf Rohwer at rolf@fi pp.com
Innovations in Magazines
report on the way
For the first time, Innovation It will be printed in both English and
International Media Consulting Group and Spanish and will be made available to FIPP
FIPP are producing Innovations in members at no cost.
Magazines, a publication scheduled for If you would like to put forward a
March 2008. successful innovations case study from
The book will feature case studies and your magazine to be featured, please send
examples of magazine innovations – print details to Laurie Alpern at laurie@fipp.com
and digital – from around the world. for consideration.
pp06-07_News_v1r.indd 6 20/11/07 10:27:31
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