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Magazine Industry Guarantees Ad Effectiveness

The magazine industry has announced an industry-wide initiative to guarantee a return on investment for advertisers investing in magazine ad pages, according to an article on Media Post written by Erik Sass.  If the guaranteed results are not achieved, qualifying advertisers will receive additional free advertising placements.  This program, the “Print Magazine Sales Guarantee” was recently announced by the MPA-The Association of Magazine Media.

Stephen Lacy, CEO of publisher Meredith Corp. and chairman of the MPA, stated, “The Print Magazine Sales Guarantee is a clear and powerful statement that magazine media provides unique value to advertisers. We are confident in our product, its future, and the unique role that print magazines play in our multi-platform ecosystem to drive ROI and lift advertisers’ brand sales.”

This industry-wide initiative extends and formalizes previous programs linking ad placements to sales results by individual publishers, including Meredith, Time Inc., Hearst Magazines, and Conde Nast.

This article also mentions studies cited by the MPA in support of the guarantee, included a meta-analysis by Millward Brown and a neuroscience analysis by Nomos Research.

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