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.”