Magazine ads are more effective than TV spots

Torin Douglas quotes MindShare Worldwide’s Dominic Proctor (“Why TV advertising is set to lead the new media revolution”, MW last week). “In our relationship with the consumer,” says Proctor, “we’re moving away from the age of interruption – built on the ad break and the 30-second spot – to the age of engagement.”

Dominic is not the only one to believe that one of the biggest issues facing advertisers is the growing avoidance of commercial messages which are uninvited. Renowned US-based media thinker Erwin Ephron also believes that “growing commercial avoidance does not threaten mass media, it threatens intrusive media.” But before everyone rushes off to involve brands in media production and branded entertainment, perhaps it is also worth considering a more obvious solution.

Research repeatedly points to magazine advertising being valued content and integral to the media experience. Readers of magazines control the timing and rate of commercial exposure, they believe ads in their favourite magazine to be more relevant to them, commercial avoidance is lower, and ad effectiveness compares well to any media (Source: PPA research). Many magazine markets deliver audiences equivalent to peak time ITV shows, yet many advertisers typically deploy a fraction of their budget to the medium. So, if you are serious about involving your message in the medium, upweight your commitment to magazines, and see what benefits await your brand.

Neil Perkin
Ad director, marketing & strategy
IPC Media
London SE1

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