Being able to prove the effectiveness of
your marketing has always been critical
and in the current climate of uncertainty,
arguably it’s more important than ever.
Fuelled by the proliferation of data and a
culture of justification, as an industry we
have built up an enviable body of
effectiveness work in the UK.
Every channel has its own
effectiveness evidence and magazines are
no exception. A deeper dive into this
evidence will also reveal against which
objectives different channels excel. This
detail is where a lot of the most useful
information is, because effective campaigns
require a mix of media and figuring out the
role for each channel is a critical question.
This is where the bulk of this paper focuses.
But before we get into that, it’s worth
briefly reviewing the effectiveness
evidence available for magazines.
In ‘Re-evaluating Media’ from the
Radio Centre we find that Magazines
and Newspapers are joint third after TV
and Radio when it comes to generating
ROI. This is significant because in a
survey of advertisers and agencies, for
the same study, magazines were placed
ninth in terms of their perceived ability
to deliver ROI.
Source: “Magnetic/Re-evaluating media, 2017 (Radiocentre/ Ebiquity)”