In early 1998, as a result of numerous conversations with advertisers in which they stressed the need for further documentation of magazine advertising effectiveness, the MPA launched an aggressive program to document the effects of magazine advertising. Working with a task force comprised of representatives of many of the largest publishers, the goals and strategies of the program were established. The goal of the program, which is ongoing, is to document in a variety of ways and for a wide range of product categories, the effectiveness of magazines in building awareness and increasing sales. The magazine industry also made the decision to use suppliers already well accepted – and extensively utilized – by major advertisers.
Symposium: 1999: Florence, Session 7 - Print: Exploiting the Competitive Advantage
Authors: McPheters, Rebecca, Miller, Christine, Robinson, Thomas D
Organisations: Magazine Publishers of America, McPheters & Company, Inc.
Topics: Advertising Effects, Inter-media Comparison