Magazine accountability for ad effectiveness – it cannot be judged in a vacuum

Magazines are generally used in conjunction with other media primarily to deliver image advertising but also can be used for retail messages which consist of price and availability of product / service leading to short-term results. They are seldom used in a vacuum. The effectiveness of all advertising is dependent not only on spending but on:
– The content / message / promise of the advertisement itself
– The executional effectiveness of communicating the message in an impactful, dramatic way
– Enlightened use of media vehicles within a medium
We think there can be no accountability for magazines that does not consider:
– Spending for all media and promotional communications
– The relevance of the advertisement content to the desired actions or attitudes
– The effectiveness with which this is communicated for each medium at each point in the placements

Download Paper (PDF)