The Economist grows reader revenues by 50%, magazine market underinvested by more than £220 million, and more…
Mind the (ad spend) gap
As digital advertising has matured, brands have abandoned magazine ads in favour of the more detailed metrics and hyper targeting that online offers. As a result, magazines have gone from taking 5% of ad spend in 2015 to just 3% today.
But multiple studies have shown that magazine media actually offers a lot of value in terms of attention and effectiveness, and that ad underinvestment in the magazine market could be a staggering £220 million.
This week, we round up the key takeaways from a new study by Magnetic on how agencies and advertisers can optimise spend across campaigns by including magazines as part of the mix.
The goal is not to convince brands to splash out additional tens of thousands of pounds on mag ads. Instead, it’s about making a strong case for marginal gains that can be achieved through rebalancing the media mix. Small changes? Big difference.
What’s new this week
A relentless focus on providing value to customers has not just boosted reader revenue, they learned that their subscribers actually thought The Economist was charging them too little.
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