Magnetic launches campaign highlighting the importance of quality attention to advertisers

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Magnetic, the marketing body for consumer magazines, has today launched “Pay Attention”, a new industry-wide campaign and report that highlights the benefits of quality attention to advertising. The work, endorsed by major UK publishers, will be rolled out from this month onwards uniting the magazine industry under a single message.

Over the past 12 months, Magnetic has been working on a programme to highlight why magazines are so integral in the media mix. In 2017 Magnetic and Enders identified a shift towards a short-term approach leading to a focus on poor quality engagement.  In addition, studies showing a gap between perception and effectiveness (Ebiquity and Radiocentre) evidenced the need for a re-education on the role of magazines in the modern day communications landscape.

The campaigns’ message “I Pay Less for More Attention” is intended to reflect the fact that magazines deliver high-quality attention for exceptional value to advertisers.

The creative will be carried on special issues of Cosmopolitan (Hearst), Empire and Grazia (Bauer Media Group), Radio Times (Immediate Media), Woman & Home (TI Media), Cyclist (Dennis Publishing) and Time Out (Time Out Group), which will be distributed in media agencies and direct to clients, and run across key trade titles in print and online.

The campaign is supported by a new report, “Pay Attention: Magazines’ role in the modern media mix,” based on research conducted in collaboration with Bournemouth University and PHD Media. The study provides a new framework for thinking about attention, that accounts for both the mindset of the user and the context of different media environments. The aim is to start a debate about quality attention and the best way to evidence its positive impact on advertisers’ objectives.