Magnetic, the marketing body for consumer
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
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