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magazine advertising

Meredith Corporation Makes the Case for Magazines

Editor’s Note: Jeffrey A. Trachtenberg, Wall Street Journal news editor in New York, interviews Stephen Lacy, Executive Chairman of the Meredith Corporation. Access to the full article is available by clicking on the link below.
WSJ: Why was it so important for Meredith to get bigger?
MR. LACY: In all conversations with our major advertisers and marketers, they’ve said they want to do larger cross-platform deals with fewer players. The ability to have a consumer audience that moves across all major adult life phases creates so many more opportunities. We now reach 200 million unduplicated consumers with 60 million unduplicated subscribers. (As you may well know, Meredith recently purchased Time Inc. Meredith also owns 17 local broadcast TV stations.)   Read more »

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.

See all 5 Cups articles.