‘Pay Attention’: magazines join forces for new ad campaign
The marketing body for consumer magazines, Magnetic, has today launched its first industry-wide campaign to highlight the benefits of quality attention to media planners and marketers.
According to CEO Sue Todd, there has been an “increasing disconnect” between the evidence demonstrating the effectiveness of magazines, and the perception of their role within agencies.
Therefore, the campaign creative, produced by D. Studio for both print and digital, features client and agency bosses explaining why they value quality attention. It will appear in print across special issues of popular consumer magazines, which are to be distributed in media agencies and direct to clients.
“This is the first time the magazine industry has come together under one message, so we wanted it to be attention grabbing,” Todd added.
“This campaign shows the unique benefits of magazine media; trusted, relevant and positive environments in which readers pay attention to the content and most importantly, the advertising.”
To accompany the campaign, Magnetic is launching a report illustrating the varying quality of attention consumers give advertising across different media environments. The findings are the result of an online survey of claimed behaviour, conducted among 2,000 adults in the UK.
Cinema is the top channel for attaining the undivided attention of consumers, with 87% of respondents claiming to give advertising on the big screen ‘solus focus’. Newspapers and magazines followed in second and third position, whilst commercial radio and out-of-home came bottom.
Endorsed by UK magazine publishers, Magnetic’s ad campaign follows a 2017 survey by Radiocentre and Ebiquity, which found a significant gap between the perceived ability of different media channels to deliver ROI and their effectiveness in practice.
Out of 10 channels, including online video, social media and out-of-home, evidence placed newspapers and magazines joint third in their ability to increase campaign ROI. However, advertiser and agency perception ranked those channels 8th and 9th, respectively.