Hachette and Bauer join Carat to launch magazine initiative
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Magazine publishers Hachette Filipacchi and Bauer Media have partnered with media agency Carat to develop an initiative to attract new advertisers to print.
The initiative, called MagazinesWork, aims to help media owners to “better understand the effectiveness of magazines and encourage new advertisers”.
The group wants to encourage non-advertisers to “explore the benefits” of the magazine medium in a low-risk way by demonstrating powerful and effective print campaigns.
Carat claims to be the first organisation to launch such an initiative within the magazine sector.
It is expected to run in the same way that the Newspaper Marketing Agency (NMA) does within the newspaper sector and provide free campaign effectiveness research from its marketing intelligence team.
The partners expect other media owners join MagazinesWork.
The first brand to make use of MagazinesWork is healthcare brand Imodium, which only used TV advertising in 2009.
Andy Taylor, Carat head of magazines, says: “In the magazine sector, there is a lot of talk but little in the way of real support and investment to champion the channel from the industry’s representative body. Carat is committed to driving forward the use of magazines and their place in the media mix. I hope this collaborative initiative goes some way to address this in a way that provides an easy entry point for advertisers wishing to assess the effectiveness of this channel.”
YouGov Insight:
· A good fit with their own style is paramount. This far outweighs low prices, which are a high priority for two in five. In other words, low prices are not enough, and certainly not in the adult market.
· As many as a third of shoppers are prepared to pay £20 or more for a pair of underpants as a gift -a figure which is well above the average across the market.
· The research here finds that two in five women shop at M&S for their own clothes, compared with just half that for their children.
