In cluttered markets individuals gravitate

to brands that they identify with most.

Those that are relevant and vital to

their sense of place, belonging and community.

Magazine brands are magnets for self

defining interest groups.

They offer skillfully crafted,

original, trusted content which

influences opinions and behaviour.


Rules of Attraction Study 2015

The Rules of Attraction study took place over two years with over 15,000 magazine media consumers.

Our study included mobile diaries, online surveys, in-depth video, and face-to-face interviews, which highlighted the 28% increase in digital interactions with magazine media year-on-year.

The research was conducted by Crowd DNA. For a full debrief of the findings please contact the Magnetic team.






Founding Partners


  • Harper’s Bazaar and Samsung in UK Media First

    Harper’s Bazaar and Samsung in UK Media First

    01 Jul 2015

    The August issue of Hearst UK’s Harper’s Bazaar, will feature the Samsung Galaxy S6 edge on its front cover.

    This is the first time in the UK that branded content has taken such an iconic position.

    The “Powered by Samsung” cover fuses fashion and technology and showcases a model holding a Samsung Galaxy S6 Edge phone. It also reflects a feature in the magazine: “A fresh look at fashion”, written by Harper’s Bazaar’s Editor-in-Chief Justine Picardie, which explores the rise of technology in the fashion front row.

    Commenting on the styling and edit of the cover, Anna Jones, Hearst Magazines UK CEO, said: “Harper’s Bazaar’s August cover is ground-breaking in how it openly celebrates Samsung’s technology and is inspired by a feature within the issue that charts the trend of fashion being viewed through the frame of a smartphone. We know readers appreciate marketing messages when they are part of something visually stunning, and when those messages are openly communicated. Media owners have to innovate – it’s our lifeblood – and where we lead, others are sure to follow. We’re delighted to be teaming up with Samsung on this project.”

    Chong-Won Lim, Head of Product Marketing - Mobile, Samsung Electronics UK and Ireland, commented: “The growing influence of technology in the world of fashion has given both industries the ability to evolve like never before. Samsung has a long history of collaborating with the fashion industry and an unparalleled understanding of how technology and fashion can enhance and inspire one another. With trends such as selfies engrained in our popular culture we are excited about creating products that can inspire people to express themselves. By partnering with Harper’s Bazaar for this iconic and ground breaking issue, we are continuing to bring together the worlds of fashion and technology.”

    The August issue of the magazine is on sale now.

  • Apple magazine ad claims Grand Prix at Cannes

    Apple magazine ad claims Grand Prix at Cannes

    26 Jun 2015

    Magazine media has claimed a Press Lions Grand Prix after TBWA\Media Arts Lab earned the top prize for its magazine ads for Apple's iPad mini.

    Magazine media has claimed a Press Lions Grand Prix after TBWA\Media Arts Lab earned the top prize for its magazine ads for Apple's iPad mini.

    The ads were placed on the back cover of several national magazines in the US, including Time Inc.’s Time magazine, and Condé Nast-owned Wired and The New Yorker.

    The adverts showed the tablet at actual size, with its display featuring the actual front cover of that issue of the magazine.

    Elsewhere in the press category Adam & EveDBB claimed a Silver Press Lions award for its work with Harvey Nichols.

    The London-based shop also claimed silver for its Harvey Nichols Christmas campaign and for its work for Mars, Temptations Cat Treats.

    In total A&E/DDB was shortlisted nine times for its work for Harvey Nichols and six times for its work for Mars.

    The UK had 36 entries shortlisted across this year's Press Lions category at Cannes.

  • Magazines break the internet in Cannes

    Magazines break the internet in Cannes

    25 Jun 2015

    Paper magazine founder Drew Elliot, Chief Creative Officer, has revealed how the brand’s now infamous nude Kim Kardashian cover helped it expand its reach exponentially.

    Speaking at Cannes Lions, Elliot said that since the Kardashian issue was published in November 2014 Paper’s reach has soared.

    After all the images were released, 50 million people visited the Paper Magazine website - 1 per cent of the US internet traffic on launch day pointed to the Paper Magazine.

    "We had 2,79,000 unique visitors versus 30,000 normally, we called our tech folks to ask them whether our site would be able to handle 10 million uniques ” Elliot said.

    “What people who visited the site didn't know, was that the best was yet to come, we didn't have an idea about the kind of memes that would follow. Even brands jumped on to it."

    The Kardashian cover also helped boost the brand’s social media presence.

    Instagram following grew by 326 per cent, Tumblr increased by 125 per cent, Facebook grew by 34 per cent and Twitter increased 24 per cent.

    "A lot of the success was attributed to Kim Kardashian and that's why we succeeded,” Elliot added.

    “We built equity with the celeb together and we had a strategic plan.”

  • Vogue video channel premieres new series

    Vogue video channel premieres new series

    25 Jun 2015

    Vogue has premiered a new series called ‘In the wardrobe’ in partnership with Vestiaire Collective.

    The series of short five-minute films are presented by Vogue Contributing Fashion Editor Bay Garnett and the first episode of the new series features Lily Allen at her home in the Cotswolds.

    Other shorts in the coming weeks will include socialite Olivia Palermo and British model Suki Waterhouse.

    All three episodes will then be released as one complete package.

    Fanny Moizant, Co- Founder and UK Country Manager of Vestiaire Collective,

    “Vestiaire Collective is very proud to work in partnership with Vogue for an exclusive insight into the wardrobes of these 3 stylish and talented profiles.

    “Vestiaire Collective’s ethos is all about opening up the wardrobes of fashion lovers and letting them share, buy and sell their treasures with the wider fashion community.”

    Further Vogue Video content to be released will include Alexa Chung fronting a series with support from the British Fashion Council and Google search insights, exploring areas of the fashion business including technology and sustainability.

    A weekly Vogue News programme and a Vogue Beauty School series will launch later in the year in collaboration with Nicola Moulton, Beauty Director of Vogue.

    The GQ Video channel will launch this autumn, followed by a Glamour and Wired channel.


  • Cosmopolitan and Leo Burnett London lead UK charge in Cannes Press Lions category

    Cosmopolitan and Leo Burnett London lead UK charge in Cannes Press Lions category

    22 Jun 2015

    Leo Burnett London is leading the UK entries in the Press Lions category at Cannes for its arresting magazine campaign with Cosmopolitan.

    The advert features a picture of a young girl suffocating - mocked up as if it is the magazine's cover – to raise awareness about honour crimes.

    The picture represents the story of Shafilea Ahmed, whose parents suffocated her with a plastic bag in front of her siblings in September 2003, for supposedly bringing shame on her family after she refused to agree to an arranged marriage.

    Leo Burnett London has been shortlisted with two entries for its work for Karma Nirvana, the charity that supports victims of honour crimes and forced marriages.

    In total, the UK has 36 entries shortlisted across this year's Press Lions category at Cannes.

    Adam & Eve/DDB and Ogilvy & Mather London lead the way with 15 and 12 entries respectively.

    A&E/DDB was shortlisted nine times for its work for Harvey Nichols and six times for its work for Mars, Temptations Cat Treats.

    Ogilvy & Mather London’s entries were for its work for the charity 28 Too Many.

  • Condé Nast launches new video channel

    Condé Nast launches new video channel

    22 Jun 2015

    Condé Nast Britain has premiered ‘Vogue Presents The Minions’, the first short film produced by its new video division.

    The short is now live and has been produced in partnership with Universal and Illumination Entertainment.

    Presented by Vogue International Editor Suzy Menkes, the film features interviews with fashion designers Domenico Dolce & Stefano Gabbana, Rupert Sanderson and Giles Deacon, jewellery designer Stephen Webster, Creative Director of Lanvin Alber Elbaz, milliner Stephen Jones and British Vogue Editor-in-Chief Alexandra Shulman discussing the influence of The Minions.

    Wil Harris, Head of Digital of Condé Nast Britain, said: “Video is a key strategic opportunity for us, and with our dedicated team we will be evolving content for a new generation, as well as for our existing audiences.

    “Translating the editorial vision of the Condé Nast media brands into successful and engaging video content begins with Vogue, GQ will be the next to launch a video channel, followed by Glamour and Wired.”

    Further Vogue Video content released in the coming weeks will include a series of 'Inside the Wardrobe' films presented by Vogue Contributing Fashion Editor Bay Garnett.


  • Dennis Publishing  in £1.5m Alphr tech launch

    Dennis Publishing in £1.5m Alphr tech launch

    16 Jun 2015

    Dennis Publishing has launched new technology website Alphr that has been backed with over £1.5m investment.

    The company said Alphr aimed to become a unique and provocative voice in the UK market covering the technologies which are changing lives in business and beyond.

    Content includes news and reviews but will also focus on the innovators and leaders behind the tech.

    Deputy MD of Dennis Technology, Tim Danton, said: “Alphr offers a unique opportunity for advertisers to access a diverse audience with influence – from the new look CTO, the tech advocates and tech visionaries, to the sought-after Millennials.”

    Ian Betteridge, Editorial Director of Alphr. “Passion for technology is no longer something confined to the IT team. Every business has people who live and breathe technology, whether they work in sales, marketing or elsewhere. And those people are often key influencers for big purchasing decisions.”

    The site complements the existing portfolio, including IT Pro, Cloud Pro and Expert Reviews.

  • Caitlyn Jenner gives world exclusive to magazines

    Caitlyn Jenner gives world exclusive to magazines

    15 Jun 2015

    Caitlyn Jenner has chosen magazine media to give her world-exclusive first full interview.

    Vanity Fair has attracted huge global attention for its 'Call me Caitlyn' cover shot by world-renowned photographer Annie Leibowitz.

    The issue was rush released in the UK and made available in June – the same as the US.

    Editorial includes a 22-page feature by Pulitzer Prize-winning Contributing Editor Buzz Bissinger, which details Jenner's decision to live as a woman.

    Jenner was previously most known as a gold-winning Olympian and reality TV star Bruce Jenner in The Kardashians.

  • Made and Livingetc unite for exclusive design collaboration

    Made and Livingetc unite for exclusive design collaboration

    15 Jun 2015

    Online design brand MADE.COM has joined forces with Livingetc to create eight capsule furniture collections over the next two years.

    The partnership will see furniture designed by MADE’s in-house design studio with influence from the Livingetc experts, who will devise the theme for each collection.

    The first Livingetc collection went from initial sketch to production in just six months and is now available across all of MADE’s European territories.

    The first collection is for the living room and features luxury materials made accessible including hide, marble and velvet.

    Annabel Kilner, Head of MADE.COM UK, said: “The commercial collaboration demonstrates a growing trend for deals between commerce and content companies.

    "It's beyond the "media-for-rev-share" deals that are growing at the moment, by adding in the fact we've asked Livingetc for input into the designs. It’s a genuine collaboration.

    "We’re aligning with a brand with a design-savvy and affluent audience, which is exactly our target market.”

    Yvonne Ramsden, Livingetc Publishing Director, added: “This is a great example of the way we are tapping into the credibility, expertise and trusted position of our home interest brands.

    "We are the market leaders in producing home interest content, which lends valuable insights to such partnerships."

    Andrew Horton, director of Time Inc. UK’s Content & Brand Licensing team, structured the deal working with Talisman Licensing.

  • NRS expands magazine brands reach with new data

    NRS expands magazine brands reach with new data

    15 Jun 2015

    The National Readership Survey Ltd (NRS) has announced that the next release of NRS PADD will be the first to incorporate comScore’s new mobile and tablet estimates.

    The changes follow the way comScore measure mobile audiences after the new methodology in January 2015.

    Estimates of mobile and tablet visitors are now based on panels of mobile and tablet users, whereas previously they were derived primarily from mobile operator traffic data.

    The changes will now be reflected in the next issue of NRS PADD data, which is released on June 1 , and will show readership data for the period set April 2014 to March 2015, across 26 of the UK’s leading titles.

    Simon Redican, NRS Chief Executive, said: “We are committed to providing an overview of the total reach of publisher content, including estimates of mobile and tablet audiences.

    “As our data suppliers continue to evolve their methodology, we will ensure these changes feed into our estimates of cross platform readership.”

  • ELLE UK hires new Deputy Editor

    ELLE UK hires new Deputy Editor

    10 Jun 2015

    ELLE UK has hired Lotte Jeffs as its new Deputy Editor.

    Jeffs will join ELLE next month and will report to Lorraine Candy, Editor-in-Chief.

    Working in partnership with Candy, she will be responsible for managing editorial strategy across all of ELLE’s platforms, driving editorial innovation for the brand and strengthening its digital footprint.

    She is currently Acting Deputy Editor at the Evening Standard’s ES Magazine where she has worked since 2010, and was previously its Features Editor.

    Jeffs has also contributed to national newspapers including The Guardian, The Observer and is a regular writer for ELLE.

    Candy said: “I am excited by Lotte's appointment as we move on to more innovative and groundbreaking editorial projects for ELLE in its 30th birthday year.

    "She is bringing some unique ideas to us, which will further cement our profile as the monthly glossy with an influential voice in society today. "

    Jeffs added: “I’ve been a fan of ELLE since I was teenager, when I would rip out its fashion spreads and stick them on my bedroom wall, so I am thrilled to be joining such a consistently brilliant title."

  • Now and Superdrug team up for skin safety campaign

    Now and Superdrug team up for skin safety campaign

    10 Jun 2015

    Now and Superdrug have teamed up for the annual Smart Girls Fake It summer skin care campaign.

    Now in its second year, the campaign encourages safe sun care practise by promoting the importance of using SPF and raising awareness of skin damage caused by the sun.

    The three-month Smart Girls Fake It campaign kicks off with a star-studded launch party.

    As part of the activity, Now has also teamed up with Made In Chelsea star Jess Woodley to create a series of vlogs for Nowmagazine.co.uk.

    The vlogs will be accompanied by a calendar of editorial features, advertorials and a presence across both Now and Superdrug’s social channels.

    Sally Eyden, Now Editor, said: “Now and Superdrug are promoting safe fun in the sun and encourage people to fake tan to get their glow on instead of compromising their skin.

    “Our campaign will really make a difference to people’s attitudes towards tanning and we hope that our cheeky slogan will get them all faking it instead.”

    Donna Barker, Superdrug Marketing Manager, added: “At Superdrug we have been working on safe sun education for almost ten years and it’s one of our key messages for customers during the summer.

    “We’re delighted to be partnering with Now for a second year and spreading the word that Smart Girls Fake It.”

  • Karen Millen and Benefit to sponsor new Marie Claire careers event

    Karen Millen and Benefit to sponsor new Marie Claire careers event

    09 Jun 2015

    Marie Claire has teamed up with leading brands and businesswomen to launch a careers conference.

    The one-day event will take place at BAFTA, targetting women looking to boost their career, change direction or set up their own business.

    Sponsors of the event on Saturday, June 13, include Karen Millen, balance me, Benefit, Frédérique Constant, TruBe and Freixenet.

    Speakers include Miriam González Durántez, international lawyer and campaigner; Chloe Macintosh, MADE.com co-founder; Sarah Curran, my-wardrobe.com founder; and Divinia Knowles, president and CFO of Mind Candy.

    Trish Halpin, Marie Claire Editor-in-Chief, said: “Our @Work content in print and online always drives huge engagement with our readers, and this is the fifth year we have been running our mentoring scheme, so we are very excited to be able to bring this Marie Claire experience to life.”

    Conference sessions will address a range of careers topics and include masterclasses in building the ultimate working wardrobe and dealing with the biggest beauty challenges at work.

  • Visa named headline sponsor for Cosmo #FashFest

    Visa named headline sponsor for Cosmo #FashFest

    05 Jun 2015

    V.me, the digital wallet service from Visa, has been named as the headline sponsor for Cosmopolitan’s #FashFest 2015.

    The event takes place during the week commencing September 14 and features five bespoke fashion events in five days.

    #FashFest will provide exclusive access to celebrities, industry insiders, designers, catwalk shows, shopping opportunities and parties.

    V.me will be integrated into the Cosmopolitan #FashFest experience with attendees being given access to exclusive offers and incentives.

    V.me by Visa – Visa Europe’s digital wallet service – will support the event as headline sponsor, and will be integrated into the Cosmopolitan #FashFest experience by giving attendees access to exclusive offers and incentives.

    In turn, Visa Europe will gain access to Cosmopolitan’s audience of fashion-hungry young women and a platform to work alongside key fashion and beauty retailers.

    Ella Dolphin, Group Commercial Director at Hearst Magazines UK, said: “We are thrilled that Visa Europe’s V.me by Visa is playing such a key role in the event.

    “It is the perfect partner for #FashFest, supporting the high street by driving sales, traffic and engagement between Cosmopolitan, the retailers and Visa cardholders.”

    Wendy Martin, Executive Director, V.me by Visa, added: “Our sponsorship of #FashFest enables us to unite Cosmopolitan’s fashion conscious audience, a large proportion of whom are millennials and therefore early adopters of new technologies, with some of the UK’s leading fashion brands to deliver a better online shopping experience.”


  • Sorrell: Engagement with printed media strong

    Sorrell: Engagement with printed media strong

    04 Jun 2015

    WPP boss Sir Martin Sorrell has highlighted the strengths of traditional printed media and praised its high levels of engagement.

    In an interview with Media Show host Steve Hewlett on BBC Radio 4, Sorrell said advertisers should focus more closely on engagement levels.

    "The death of traditional is much overplayed and there is value there,” said Sorrell.

    "Obviously as it comes under price pressure it becomes a better bargain and you get more bang for your buck."

    The CEO of the world’s largest advertising and communications group went on to discuss the measurement issues with engagement.

    He said that engagement levels had to be captured in different ways and the "traditional ways of measuring audiences “do not currently do that.

    "If you look at the data in the US, the advertising industry invests around 20% of their budget in print and yet consumers only spend about 5% of their time with print, so there's a disconnect.

    "But on the other hand, if you look at data which shows the engagement between people and physical, the engagement of individuals with a physical newspaper is very strong indeed."

    Sorrell said that a "highly-engaged reader” was more valuable than somebody who superficially ran through content.

    "Someone flitting through a screen will not get the degree of engagement that is necessary,” he added.





  • BBC Good Food appoints first Editorial Director

    BBC Good Food appoints first Editorial Director

    03 Jun 2015

    BBC Good Food has appointed Christine Hayes as its first ever Brand Editorial Director.

    Currently Editor of olive, Christine will have responsibility for the editorial direction of the brand, incorporating the magazine, website, live shows and books.

    She will work closely with BBC Good Food Magazine Editor Gillian Carter and Digital Editor Hannah Williams, and will report to Chris Kerwin, Head of UK Publishing at BBC Worldwide.

    Having joined BBC Worldwide eleven years ago to launch olive, Christine has more recently been involved in developing the brand's website, app and social media channels. She takes up her new role at the end of July.

    Chris Kerwin said: “We are delighted someone of Christine’s calibre is joining us at this important time in the brand’s development.

    "We want to be the leading brand in all aspects of the food and drink sector and, given her relationships with talent and her experience across health, travel and reviews as well as recipes and cooking, Christine will be critical in helping us achieve our goal.”

    BBC Good Food celebrated its 25th anniversary earlier this year and boasts a multi-platform readership of 8.8m, according to NRS PADD data.

  • Magazine media brands scoop up Pencils at D&AD Awards 2015

    Magazine media brands scoop up Pencils at D&AD Awards 2015

    03 Jun 2015

    Magazine media brands have scooped several Pencils at the 2015 D&AD Awards, which celebrate the very best in creativity.

    WIRED picked up a wooden pencil and a graphite pencil for its magazine covers and Time Inc’s Wallpaper* magazine also collected two pencils.

    Leo Burnett won a graphite pencil for its suffocation campaign for Karma Nirvana, which saw Cosmopolitan feature a striking cover of a woman being suffocated.

    Meanwhile, five of the coveted black pencil awards were handed out for creative excellence at the D&AD Awards ceremony this year.

    The London-based event saw UK branding creative take centre stage with black Pencils awarded for 4Creative’s Film4 idents and Made Thought’s visual and website brand for GF Smith.

    Always' "#LikeAGirl" campaign by Leo Burnett and Holler won the most Pencils overall – one black, two yellow, three graphite and two wood.

    Wood and graphite Pencils were added this year to replace the In-Book and Nomination categories.

    To view more outstanding creative from the world of magazine media, visit the Magnetic Pinterest board. 


  • The Economist expands ad tech stack for dynamic approach

    The Economist expands ad tech stack for dynamic approach

    02 Jun 2015

    The Economist is using data from its expanding ad tech stack to establish a dynamic approach to how its ads are created and served.

    The brand has implemented the changes as it readies data-driven buying for digital video, according to a report in The Drum.

    Matching the tags on The Economist’s own content with popular content on other sites, the platform uses a mix of artificial intelligence and machine learning to target pre-planned headlines and graphics onto pages currently being viewed by its key audiences.

    The Economist is also exploring how it can translate the same strategy and tech to the more premium video format.

    The Economist Executive Vice President of Brand and Digital Marketing Mark Cripps said: “Something very provocative would of course get high click-through-rates but that doesn’t necessarily lead to higher subscriptions.

    “If you try to subjectively impose your own thoughts on what’s going to work then that doesn’t necessarily reflect the reality.”

  • Mobile Ad revenues soar

    Mobile Ad revenues soar

    01 Jun 2015

    Mobile digital advertising revenues from UK publishers grew by 80% in the first quarter of 2015 compared to the same period last year.

    According to the Association of Online Publishers (AOP) & Deloitte Digital Publishers Revenue Index Report (DPRI), the growth was predominantly driven by the significant increase in smartphone display revenue (114%), with tablet display advertising revenue growing by 47%.

    The study also found that online video remains a growing source of revenue, with digital publishers seeing over 17% growth year-on-year.

    AOP Managing Director, Tim Cain, said: “The shape of revenue continues to reflect the increasing consumption of media on mobile devices.

    “We are beginning to see a change in digital advertising platforms and formats, which is shown in the figures.

    “This is a trend that is likely to continue as consumers’ behaviour changes and new devices are released.”

    Howard Davies, Deloitte media partner, said: “Publishers that have adapted to technological changes have been rewarded with strong first quarter revenue growth from mobile advertisements.

    “From this research, it is clear that publishers must ensure they remain agile in the face of rapidly changing consumption habits in order to remain commercially successful.”

  • Grosse promoted to Advertisement Director of Glamour

    Grosse promoted to Advertisement Director of Glamour

    01 Jun 2015

    Lucy Grosse has been promoted to the position of Advertisement Director of Glamour.

    Jamie Jouning, Glamour Publishing Director, announced that Lucy would be stepping up from her position as Ad Manager, having worked "tirelessly and passionately across her agency and client patch".

    He said: "She has recently taken on the behemoth that is the "beauty category" and has impressed everyone with her energy and desire to maintain and build these very important relationships.”

    Grosse added: “Working on a market-leading title is a privilege, and I’m looking forward to capitalising on the new and exciting opportunities that lie ahead for the Glamour brand.”

    Glamour’s total print and digital ABC stands at 405,053 and the brand reaches 3.8 million monthly unique users via Glamour.com. It also has a combined social media reach of more than 2.7 million.

    Glamour’s 12th annual Women of the Year Awards takes place in London’s Berkeley Square next week and later this summer the brand will launch the Glamour Beauty Boutique e-commerce site.

  • New Minecraft magazine launches

    New Minecraft magazine launches

    01 Jun 2015

    Dennis Publishing has launched Minecraft World, a new monthly print magazine based on the popular cross-platform computer game.

    Aimed at 7-11 year olds, Minecraft World magazine is an unofficial guide to the Minecraft game.

    Each issue features news on what’s happening within the Minecraft  community, tips on achieving various goals, tutorials, puzzles, expert advice and a free covermount gift.

    Dennis has signed a deal with Minecraft  creator Mojang to use certain trademark images and intellectual property to enhance the magazine.

    Dharmesh Mistry, Publisher, said: “Minecraft is a truly wonderful game that taps into the player’s imagination, letting them create their own experience and it has seen phenomenal success across the globe, increasingly so on mobile devices.

    “There was a real gap in the market for a quality print magazine that could help children develop their game strategy.”

    The 52-page children’s magazine launches with an initial launch print run of 45,000 and a covermount gift: a 101 Minecraft Secrets Guide.

    Minecraft World is priced at £3.99 and is on sale at WH Smith, ASDA, Sainsbury’s and Morrisons. 


  • Dentsu Aegis Network swoops for John Brown

    Dentsu Aegis Network swoops for John Brown

    19 May 2015

    Dentsu Aegis Network has acquired John Brown Media for an undisclosed sum.

    Dentsu said the acquisition would help advance its existing content capabilities, creating an innovative content offering for its global clients.

    John Brown Media, which creates will retain its brand identity and CEO Andrew Hirsch will report to Tracy De Groose, CEO, Dentsu Aegis Network UK & Ireland.

    The business is headquartered in London and has offices in South Africa, Hong Kong and Dubai.

    Its range of services include print and digital publishing, content management, website strategy and film production.

    De Groose said: “As one of the world’s largest content agencies, the acquisition of John Brown Media will add another dimension to our content offering across the group.

    “More clients are asking for content-led strategies and we’ll now be able to develop more innovative, content-rich solutions for them, and also accelerate our growth in this space. We are excited to welcome the John Brown Media team to our business.”

    Hirsch added: “We have been producing brilliant content for some of the world’s most prestigious brands over the last 20 years.

    “Now, as part of Dentsu Aegis Network, we will have the ability to work alongside some of the world’s leading strategists to deliver smarter content and drive even better results for our clients.”

  • Hearst Magazines UK wins Asda account

    Hearst Magazines UK wins Asda account

    18 May 2015

    Hearst Magazines UK has won the content account for supermarket retailer Asda.

    The long-term strategic partnership will see Hearst draw upon its wealth of consumer insight, digital know-how and strategic expertise to produce bespoke content for Asda.

    The account includes Asda’s customer magazine, which is distributed to over 1.9m readers, as well as creating multi-platform content that will span online, mobile, social media and events.

    The Asda account will be serviced by a dedicated editorial team based in the Hearst central London offices.

    The pitch was led by Ella Dolphin, Hearst’s Group Commercial Director, Dan Levitt and Victoria White, Hearst’s newly appointed Commercial Content Director, overseeing all content partnerships across the portfolio, including the Asda account.

    Hearst is currently working with Asda on #fashionunexpected, a cross-platform campaign to drive awareness of George at Asda’s fashion offering for women. The campaign is centered around an editorial hub – www.fashionunexpected.co.uk – which is populated by four participating Hearst brands and will run until the end of the year.

    Ella Dolphin, Group Commercial Director at Hearst UK, said: “We know where audiences are, what they want to consume and how they want to engage.

    "We are delighted to be working with Asda as we develop engaging and motivating content for the Asda customer base and beyond, via the channels that suit them.”

  • ELLE launches ghd campaign

    ELLE launches ghd campaign

    18 May 2015

    ELLE and hair-styling brand ghd have partnered on a multi-platform campaign that includes a live magazine photoshoot open to members of the public.

    As well as getting a behind the scenes look at what goes on during a shoot, guests will also get the chance to appear on a billboard at Piccadilly Circus via an Instagram booth, which directly uploads their images to the big screens.

    Guests will be shown how to recreate three key hair trends from the SS’15 Fashion Week shows using the new ghd product. During the day they will receive complimentary hairstyling by the experts at ghd, free on-site manicures and limited edition goody bags.

    The shoot takes place at New Inn Yard in Shoreditch, East London, on 16 May.

    Additionally, ELLE will be promoting the content generated from the shoot on both its print and digital platforms. It has created a unique digital destination – elleuk.com/ghd – to incorporate all activity before, during and after the live shoot.

    There will be blog posts from the shoot team, a gallery and social feed, as well as videos that will be uploaded live from the venue. Post-event, a backstage diary will be posted with the shoot images, additional video content and an in-depth look at the trends ELLE and ghd created alongside product and technique guides.

    The August issue of ELLE magazine, onsale from 2 July, will feature a six-page roll-fold, which will reveal a panoramic scene of the event.

    Ella Dolphin, Group Commercial Director at Hearst UK, said: “This is a really innovative campaign that has the ELLE reader at its heart. This campaign will create content, conversation and engagement with the ghd brand and raise awareness of the new product launch.

  • Hearst Magazines recruits Wolfson

    Hearst Magazines recruits Wolfson

    14 May 2015

    Hearst Magazines UK has appointed Jane Wolfson as Head of Commercial Operations.

    Wolfson joins from media communications agency Initiative, where she is part of the senior management team and currently Head of Commercial Strategy and Activation.

    She will report into Group Commercial Director, Ella Dolphin and will work with her to drive Hearst’s commercial strategy.

    Wolfson started her career at WCRS working across both television and print before joining Initiative.

    During her time at Initiative, she has held multiple senior positions including Joint Head of Investment where she was responsible for the integration of the print and digital display teams.

    “As one of the leading digital publishers in the UK with powerful magazine brands that mean so much to today’s consumer, I am really excited to be joining such a formidable business as Hearst Magazines UK,” said Wolfson.

    “I look forward to working with Ella and her team to help drive the strategic ambitions of the business.”

    Ella Dolphin, Group Commercial Director at Hearst UK, added: “Jane has a wealth of experience across multiple disciplines and we are thrilled she is joining Hearst Magazines UK at such an exciting time for the business.

    “Jane has a strong commercial and strategic focus as well as excellent relationships with clients and agencies. She is a great addition to Hearst.”

  • Hearst launches 1hour digital takeovers

    Hearst launches 1hour digital takeovers

    23 Apr 2015

    Hearst Magazines UK has launched a multi-platform beauty campaign that features an 'on the hour, every hour’ digital takeover in partnership with advertising clients.

    Hearst Beauty Unbound is running across 13 of Hearst UK’s brands including Cosmopolitan, ELLE, Red, Good Housekeeping and Harper’s Bazaar, with each magazine brand creating its own unique beauty theme.

    The campaign will see a boost in beauty editorial across print, online, tablet and mobile. It also incorporates video, social and print content tailored around luxury, millennial and anti-ageing beauty.

    A key part of the initiative is ‘beauty hour on the hour’ which launched on April 16 and will see 12 new pieces of beauty content published hourly from 7am to 7pm. Each item of content will be supported on Twitter using the #BeautyUnbound hashtag.

    Commercial partners include Fortnum & Mason, Lancôme, Clarins, L’Oreal Designer Fragrances, Armani Si, The Body Shop and Bio Oil. The campaigns span beauty activations at retail outlets, native advertising and audience engagement solutions.

    Ella Dolphin, Group Commercial Director at Hearst UK, said: “Beauty has always been an integral part of our DNA, but Hearst Beauty Unbound is a unique approach to beauty coverage across our brands.

    "The initiative connects one in three women and one in five men with up-to-the minute compelling content, wherever and whenever they want it, whether in print, online or on their mobile.”

  • Bauer Media starts new adventure

    Bauer Media starts new adventure

    23 Apr 2015

    Bauer Media has announced the launch of ADVENTURE, a new creative agency that will deliver bespoke campaigns for commercial partners.

    The company said ADVENTURE will harness the content and marketing talent across Bauer Media for the benefit of agencies and brands, but will also provide the opportunity to deliver campaign activity outside the Bauer Media portfolio.

    ADVENTURE will be led by Lucy Banks, Bauer’s Executive Creative Director, who is supported by a team that includes several new recruits.

    Paul Fulberg, who has held positions at Grey, CORD Worldwide and FRUKT, takes up the role of Business Strategy Director, and Richard Moore, previously Head of Content at Microsoft Advertising, has been named as Digital Content Director.

    They are joined by award-winning Creative Directors Ravi Beeharry and Andy Mancuso, who bring over 15 years’ experience in blue chip advertising agencies.

    Paul Keenan, CEO, Bauer Media UK, said: "ADVENTURE will offer our commercial partners innovative and bespoke communication and marketing solutions adding further depth to our creative offer. The combination of this focused talent and the insight and creativity across our business, along with the quality and influence of our brands makes for a highly potent mix, and will enable brands to make good things happen."

    Bauer Media's creative team has already delivered campaigns for brands including O2, Cancer Research UK, Channel 4, Matalan, Microsoft and GOV.UK’s Business Innovation and Skills department. Current clients include Telefonica UK, HRA-Pharma (EllaOne), Tommy’s and Lifetime/A+E Networks UK.

  • NRS PADD shows growing demand for magazine content

    15 Jun 2015

    The most recent release of NRS PADD has confirmed magazine media’s ability to connect readers of all ages with their passions and interests.

    The data* reveals that Millennials are now more likely to engage with magazine media on a monthly basis than the average Briton.

    The survey showed that 79% of Millennials are monthly readers of magazine media in comparison to 75% of the adult population. This figure is even higher amongst female Millennials with 9 and 10 being monthly readers.

    As expected mobile is a particularly strong driver amongst this social demographic group. The 13 magazine brands that are currently included for mobile measurement in NRS PADD, are now reaching 45% of (or 6.4 million) Millennials, rising to 60% amongst females.

    The data also confirms that magazine media has the capability of providing advertisers with multiple media touchpoints as Millennials remain avid readers of magazine media in print.

    On average 36% of Millennials are reading printed magazines on a weekly basis with this figure again showing a higher engagement level in comparison to the all adult average of 34%.

    Despite a multitude of free content sources available to them, Millennials also remain quite happy to pay for quality content, with more than a third having purchased printed magazines in the past year.

    The data suggest that this behavior is even stronger amongst younger Millennials (18 - 24) who were 8% more likely than their older counterparts (25 - 34) to have bought a magazine during this period.

    More generally, the 13 mobile sites reported on by NRS PADD have shown an 88% uplift in overall consumption, from 7,883 million in the previous reporting period, to 14,809 million in the current period.

    This 6,926 million net increase in mobile users is driving the topline growth.

    Sue Todd, CEO of Magnetic, said: “The latest NRS PADD results reflect the growing reach and influence of magazine media across platforms and amongst audiences young and old.

    “Magnetic’s own research ‘The Rules of Attraction’ predicts that demand for compelling magazine content, particularly through mobile, is set to grow again in the next 12 months, which is all great news for advertisers looking to reach highly engaged and immersed audiences.”

    *NRS April 2014 – March 2015 + comScore Mar 2015


  • The changing influence of magazine media

    13 Jun 2015

    Dave Chopping, Head of Insight at Time Inc, shares insight from the latest research project “Connected Consumers 2” and discusses the evolving role that environments play for advertisers.

    Bashing magazine brands has become a popular pastime. Critics point to the declining ABCs and readership figures of certain print titles as evidence of their diminishing power and usefulness.

    Yet, as we know, magazine content is now available across an array of touchpoints – including apps, digital editions, web, mobile and of course, the printed product.

    While building this range, the successful publishers have never lost sight of the key strength of our media - the production of original, trusted, premium content.

    What’s changed is that there are now more opportunities to build connections with readers than ever before.

    Far from becoming an endangered species in the media ecosystem, magazine media is in vibrant shape due to this ability to influence and inspire people.

    Time Inc. UK’s latest insight report, “Connected Consumers 2”, attempted to have a fresh look at the impact that various magazine media channels now have on the purchase journey and test whether the classic role that magazines played in inspiring ideas, still remained a core role.

    We delved into the impact of magazine brands on purchase journeys across key ad categories.

    In Connected Consumer 1 we had established a simple framework for purchase journeys that revolves around four areas:

     - “Spark” – Sparking inspiration  - “Search” – Driving search  - “Shop” – Influencing the shop  - "Share” – Boosting sharing (online & offline)

    This provides a clear, simple methodology that is applicable across the majority of ad categories and the outcome this time around was encouraging.

    On the 10 magazine brands and their impact, 76% of consumers agreed they sparked them, 70% used them to search for information, 73% said it influenced their shop and 62% shared something they had seen.

    It sounds like magazines remain pretty influential to me.

    The key was then to understand the importance of the various touchpoints and to establish how each one drove influence across the entire purchase journey.

    Taking the beauty category, we saw that 88% of mobile users agreed the brands sparked beauty ideas.

    Some 72% of desktop users used our brands to search around beauty, 83% of magazine readers said the brands had influenced their beauty shop and 80% of mobile users shared beauty content.

    It wasn’t only beauty where magazine media had a powerful impact.

    In the homes sector, 91% of print readers said it sparked a homes idea, 78% of tablet users searched our brands for homes content, 84% of print readers said the magazine had influenced their home shop and 76% of mobile users shared something they saw about homes.

    Clear evidence of the growing power and influence of magazine media and our changing role in communications and decision making.

  • Print Magazines emerge as the most efficient for brand building

    13 Jun 2015

    Read a fascinating 2015 analysis of 300 campaigns across Europe by Jane Ostler, Head of Digital and Media at Millward Brown.

    We were asked recently by Magnetic to show the latest thinking and results around advertising effectiveness with regards to key brand communication objectives.

    We suggested that by looking at the most recent 300+ campaigns we have measured using our CrossMedia research tool, we would be able to disentangle and quantify the impact of each of the channels used in all of the campaigns measured.

    We often start by looking at the impact of each channel on the most classic of brand metrics, consumers’ awareness of an advertised brand and/or advertising campaign.

    What we found by aggregating the findings was that TV and cinema are the best vehicles with which to raise initial awareness. (Slide 1), based on each medium's impact amongst the individuals they reach (as opposed to total audience reach, which would obviously be much higher in total for television).

    Once initial awareness has been built, and the focus of a campaign moves on to deepening engagement by communicating more specific and longer messages, magazines is the strongest performer closely followed by newspapers.

    We specifically look to measure each channels impact on increasing the strength of brand associations i.e. specific attributes of the brand/advertising messages in the minds of consumers (Slide 2).

    The next obvious question is to examine how efficiently each channel delivers relative to its share of investment.

    When we index the each channel’s share of investment against its share of impact, magazines punch well above their weight and are the most efficient at delivering both awareness and reinforcing associations.

    They deliver a 29% uplift in awareness relative to the share of investment, and deliver a 100% uplift in driving brand associations relative to their share of investment.

    We believe that this is due to the trust consumers have in the magazine editorial they read.

    They see the ads as relevant: they’re not an interruption of content, but part of the offering, and as a result there is less of an issue with ‘advertising clutter’.

    In addition, this is a medium in which highly engaged consumers can immerse themselves, unlike other media where they might be doing something else at the same time.


  • Case Study: Sainsbury's & Heat

    10 Jun 2015

    Sainsbury’s clothing line, TU, wanted to relaunch to change its positioning from a ‘tights and T-shirt’ retailer to a serious fashion consideration. How did Heat’s Star Style help achieve this?

    Discover how magazine media boosted dwell time, increased brand reach, and created over 10 million ad impressions.

  • Cannes: Tech and content on La Croisette?
    While getting the technology right is crucial, if your content isn’t hitting the spot, you might as well not bother

    Cannes: Tech and content on La Croisette?

    01 Jul 2015

    Ella Dolphin, Group Commercial Director, Hearst UK shares what she learnt about content on the Croisette in Cannes

    So Cannes is over for another year. A lot of Rosé has been drunk, a lot of parties have been held, and a lot of Awards have been won.

    For Hearst Magazines UK, Cannes started early when two of our Editors attended Cannes Health for a session that highlighted how magazines were a new way for pharmaceutical companies to communicate health information. The thinking behind this approach is that magazine brands can influence consumers through content that informs, inspires and motivates them to take action. Which is useful in this age of self-diagnosis, when you have virtual GPs on every tablet and mobile phone.

    Two glamorous magazine editors presenting to an audience of pharmaceutical marketing experts is a not an everyday occurrence. But it’s an approach that seemed to be welcomed by the people we were talking to.

    For everyone I met, growth is at the top of the agenda and there’s no doubt that developing content that motivates and engages will help drive it.

    I’m an old hand at Cannes, and I found it fascinating to compare last year’s Cannes Lions to this year’s. The chat around Snapchat replaced the buzz around Buzzfeed. The main stage interview with Evan Spiegel, the hottest man on La Croissette, was a powerful conversation curated and lead by Joanna Coles, Editor in Chief of Cosmopolitan U.S.

    The blend of expert and entrepreneur made for an interesting conversation. Both brands are collaborating with each other to reach new audiences and revenues. The popularity of Cosmopolitan’s content on Snapchat Discover in the U.S shows the growing demand for magazine content on a variety of platforms. 

    Something new this year was the tech company yachts, which were bigger than those belonging to the advertising agencies. Nevertheless, the message from Cannes seemed to be that while getting the technology right is crucial, if your content isn’t hitting the spot, you might as well not bother.

    There were a lot of sessions held in cool beachside hubs that explored how to get content right. Creativity and gaining cut through is everything. As is moving at speed – or as it was called at Cannes, “the speed of now”  – which for anyone who works in a media business like Hearst translates to “warp speed”, and which we all need to keep on operating at, so that we keep on growing and thriving.

    Meanwhile, back at this year’s Cannes, the best session I went to was Tim Berners-Lee talking about the opportunities that Artificial Intelligence will bring all industries. Marketers listened intently to how AI can drive a more efficient and effective marketing plan. Until then, it’s our job to talk to marketers about how magazine media can help them deliver their objectives, and from what I saw in Cannes we have an increasingly relevant story to tell…

  • The Byline: James Parnum
    After running-specific stuff I love to read Vice, Crack and Wired… which sounds like a night out with Pete Doherty!

    The Byline: James Parnum

    15 Jun 2015

    In the first of the new Byline interview series James Parnum, Client Director with MG OMD, talks all things mags.

    What does that job title actually mean?
    Even after nine years in media I still have to explain to my mum what I do on a regular basis and always tell her that ‘I advise advertisers on how to spend their money’. Failing that I tell her I work for John Lewis (my main client). That seems to make her proud.

    Passion: (keep it clean)
    Rather boringly … running.

    Why did you get into that?
    A realisation that my gregarious media life had to be balanced out by a spot of exercise … now and again.

    Tell us more...
    Thanks to a little encouragement from Manning Gottlieb OMD’s own running superstar (Emma Cranston) I ran the London Marathon back to back in 2011 and 2012. I now stick to half marathons, because I really can’t be bothered with the commitment of marathon training. Having said that, my inner male pride wants to go for the hatrick!

    How does magazine media help?
    Magazines, such as Running World and Men’s Running, were incredibly useful when I was starting out, as I hadn’t a clue where to start. These titles were invaluable in helping me prepare for both marathons. I still pick them up from time to time, but I now mainly rely on their social feeds to keep me up-to-date on the latest running news, opinion articles and inspiring videos. I am also a little addicted to my Nike Running app as I have logged so many miles on it now. As a result I never leave home without my phone when I go out for any run, of any distance. Rather geekily I love a bit of running data.

    Your fave mag brands:
    After running-specific stuff I love to read Vice, Crack and Wired … which sounds like a night out with Pete Doherty!

    Clients you work with:
    John Lewis and John Lewis Insurance

    How does magazine media best help your clients?
    We use magazines all the time for John Lewis, especially for our more inspirational category campaigns for fashion and home (known as [The Edit]). Magazines are tremendous at tapping into people’s down-time and when they are reading up on their passions and interests.

    What is your favourite current magazine ad/ad campaign?
    I would say this wouldn't I but I am really loving John Lewis' The Edit - especially the fashion executions! (My lack of style is often noted!).

    Tell us a little known fact about yourself:
    I got my ‘break’ in media through Jimmy Carr after working with him on XFM.

  • A ‘sceptic’ gives Magnetic some advice

    A ‘sceptic’ gives Magnetic some advice

    12 Jun 2015

    MediaTel columnist Dominic Mills has had some harsh words for the magazine industry recently. So what would be better, we thought, than to ask him to launch our newsletter with some advice for Magnetic.

    It’s Sue Todd on the phone: “You’re a bit of a sceptic about magazines,” she says.

    Me: “Hmmm…[caught unawares]….well, you see…”

    Sue Todd: “You’ve been around the industry a bit [thanks, Sue]. Why don’t you give us the benefit of your experience, and give us a few pointers about how to engage with the industry.”

    This is nearly all true: I have been around a bit; I’ve seen a lot of media-owner marketing bodies arrive (and some fade away); I’ve seen how some have alienated their target audiences; and I have strong views on what it takes for them to succeed.

    But I wouldn’t call myself a magazine ‘sceptic’ so much as a friendly, well-intentioned, critic.

    My first reaction, when I heard about the launch of Magnetic, was: “About bloody time too. What took so long?”

    No matter. Magnetic is here, and I’m pleased.

    You see, the thing is, I like media-owner marketing bodies. They are (or should be) a force for good.

    They expand our knowledge of a particular medium; they force us to confront our prejudices; they shed light on the interplay between different media; and they help media agencies and advertisers do a better job with their media budgets.

    Ok, that’s the background. Now here’s the advice. What’s not to like?

    1. Be useful. The single most important thing Magnetic can do is be useful to its target audience of agency planners and clients. These two groups are time-poor, and they struggle to stay on top of an increasingly complex, and fast-changing, media eco-system. Give them stuff – information, inspiration, tools – that make it easy for them to put magazines on the schedule, and to justify it. 

    2. Engage with your critics. There’ll always be critics and nay-sayers. The temptation is to denigrate them as stupid or ignorant, or ignore them. Don’t let them get away with lies or mis-representations, but engage with them. Start a dialogue, not a shouting match.

    3. Be co-operative. There’s no such thing as a solus media schedule any more. Magazines are part of the schedule, not the schedule. The trick is to explain how magazines work within a schedule, or how different media fulfil different tasks. So team up with Thinkbox or Newsworks to produce joint research that helps everyone. If that doesn’t work, take a stance that is open-minded and inclusive.

    4. Be original. Yes, research is your best weapon. But there’s too much of it, and too much elicits the reaction: ‘They would say that, wouldn’t they.’ Focus on original research that throws new light on the big issues, research that is holistic and looks at the wider context. Thinkbox consistently does this; Newsworks’’ Truly, Madly Deeply’ is another example. You’ve made a good start with The Rules of Attraction’.

    (ii) Don’t become the default research arm for your stakeholders. If you allow yourself to become the default research arm for your shareholders, you’ll alienate your audience. If Bauer wants to do research into men, Hearst into women women or Haymarket into car buying, let them. That’s their job, not yours. 

    5. Get a pet anthropologist or neuroscientist. Neuroscience is hot these days, and from what I’ve seen, really helpful. Behavioural economics is big too. As far as I understand, anthropology is the discipline that can bring the two together. Hire one or the other, and get them to do something original for you. Then feed it to brand and media planners. They love it. It makes them look clever.

    6. Be emotional. Rational argument, backed by stats, only gets you so far. If the audience feels like it’s being battered to death, it’s counter-productive. Focus on finding emotional reasons for magazines. Seduction opens the door, stats can close the deal.

    7. Define your territory. Magnetic is a good name – it hints at magazines, but also at an irresistible pull of something else. This is good. You don’t want to be tied down to print. Thinkbox is more than TV, and Newsworks has successfully redefined its space to include digital. The decision by the AA/Warc survey of digital spend to break out the proportion going to digital extensions of magazines, radio, TV and newspapers, rather than grouping all digital spend as one amorphous mass, will help you in your efforts.

    8. Focus on context. As they chase the connected consumer round their devices, media agencies are obsessed with context. It’s what you’ve got in spades. So focus on it. But be warned: you’re not the only medium that does context, so either find something new to say, or co-operate with other providers of context.

    9. Content is a strong card. Play it. Along with context, everybody’s obsessing about content. As with context, you’re not the only medium that does content.  But more and more entities claim they ‘do content’ (ie media agencies, digital shops, PR agencies etc), there’s a danger It’s viewed as one commoditised mass. Remind your audience that not all content is created equal, and tell them why your content is different.  Show them how great content builds strong communities.  

    10. Hire a tough, independent-minded chairman (ok, you can tick that box because they don’t come tougher than this fella). The chairman’s job is to keep you out of the inevitable dogfights that occur with multiple stakeholders (not to mention your seven shareholders), and stop you getting dragged into stuff you shouldn’t be doing (see 4. (ii)) such as sector-specific research or JICS/NRS stuff. The chairman’s job is to clear the way and allow you to do your job.

    That’s it. I, and many others, will be following your progress closely.

    I’m confident you will succeed.

    Dominic Mills writes the Mills on Monday column for Mediatel and is a former Editor and Editorial Director of Campaign.

  • Bound By Passions: Jon Wilkins
    I know I'm not just here to plug magazines, but I do read Mojo and it's important to me. Magazines are as a whole.

    Bound By Passions: Jon Wilkins

    10 Jun 2015

    Jon Wilkins, Chairman, Karmarama talks to MOJO Editor-in-Chief Phil Alexander about his passion for music.

    Away from work, in what way are you music obsessive?
    It's an ongoing thing. I try to see live music every week. I read Mojo and get every issue of it. Even when I was in Australia where it cost $25. Rather tragically I tend to rip out all the reviews. Pick out what sounds interesting. Then I order the whole lot. If it's someone I really like such as Paul Weller, I buy the box set, the T-shirt, even the book.

    Where does your interest in music come from?
    My dad’s a musician and I remember hearing jazz music and Rubber Soul in the house. But it was punk that really got me into music. I remember Grease the movie coming out. All the kids were into that, but I got a copy of Ian Dury’s ‘New Boots and Panties’. While all the other kids were singing ‘Summer Nights’ I was constantly playing that in the playground on a tape recorder and becoming something of a loner.

    How has music shaped you?
    It's definitely the most important thing in my life outside of my family and friends. I was due to speak at a conference and realised that it clashed with Noel Gallagher gig. I had to cancel the conference.
    Music can be simple and relaxing, but it can also be really spiritual. On another level it can trigger memories or it can just be escapism.

    How do you keep up-to-date with music?
    I know I'm not just here to plug magazines, but I do read Mojo and it's important to me. Magazines are as a whole. I’m also friends with Gilles Peterson and he turns me on to a lot of things. So I use reviews and recommendations from friends.

  • Let's shout louder about inspiring creative excellence
    Whenever you get a chance, step outside the day-to-day transactional reality with clients and chat about inspirational advertising ideas.

    Let's shout louder about inspiring creative excellence

    01 Jun 2015

    The use of creativity as a competitive weapon has never been more important, argues Magnetic CEO Sue Todd.

    Dentsu Aegis Network's recent acquisition of John Brown Media was a stunning endorsement of the strength of magazine media, with the media network planning to integrate John Brown's expertise into its iProspect business, growing richer search campaigns by offering the incentive of compelling content.

    Hearst's recent win of the Asda content account, plus the launch of cultural creative agency ADVENTURE by Bauer Media and Time Inc. UK's content division, are all symbols of the dynamism and innovation in magazine media, which is part of a thriving publishing sector that contributes £10 billion to the UK economy and creates 231,000 jobs.

    More than this, magazines have always helped to grow and inspire audiences through ideas, craft, and design.

    Our most recent study of 15,000 magazine readers' motivations and habits, called 'The Rules of Attraction', uncovered that 83% of readers agree the content gives them ideas and inspiration.

    Publishers have always cared about great content and strong advertising creative plays a significant part in this.

    Ads for magazine readers are an intrinsic part of the audience experience and are the most welcomed format, according to research that shows that more UK consumers prefer to look at ads in print magazines than any other media (Adobe, 'Click Here: The State of Online Advertising').

    This close relationship between advertising creativity and audience explains why publishers have a vested interest in best-in-class advertising quality and are passionate about the ads that they carry - a commitment which encourages higher creative standards.

    The D&AD awards provide a showcase for this creativity and it was fantastic to see some strong magazine media ad campaigns recognised just last month.

    Leo Burnett's collaboration with Cosmopolitan to create the 'Suffocation' campaign on behalf of victim support charity Karma Nirvana won a D&AD pencil.

    The work featured a plastic wraparound cover, encasing an image of a woman apparently being suffocated. A great example of creativity inspiring action in a passionate audience.

    In a more playful vein, adam&eveDDB's 'Bad Fit' campaign for Harvey Nichols was lauded by D&AD judges.

    The work built on the audience's close relationship to fashion advertising, twisting expectations of traditional creative by featuring models in ill-fitting clothes.

    Us fashion lovers were left in little doubt that we "best get there early" to bag the clothes that actually did fit.

    While these examples show brands taking ownership and producing amazing creativity to inspire an audience, there's still work to do in encouraging more of the same.
    I was reminded of this when I interviewed Cilla Snowball, the group chairman and group CEO of AMV BBDO, in a session at the recent PPA Festival of Magazine Media.

    Cilla is a strong believer in using the power of magazine media to connect with consumers and shared her views on how we can make this best happen as an industry.

    "Never stop obsessing about the best creative work" is essentially Cilla's mantra and has informed long-running campaigns for AMV clients including The Economist, Sainsbury's and Guinness.

    A great example is the Sainsbury's 'Make your roast go further' campaign, which helped consumers keep the Sunday roast at the centre of family life, ensuring that Sainsbury's offered a unique and useful perspective to its audience.

    Whilst Cilla acknowledged that the world of creativity and content has changed hugely over recent years, she reinforced the message that the ability to use creativity as a competitive weapon has not.

    The world of content may be complicated, but excellent work will always be excellent work.

    In a comment that chimed with the logic of the Dentsu Aegis/John Brown deal, Cilla said of the ad agency's role: "There's no shortage of data, there's an algorithm for everything. But we need to remember our humanity, ferret out key insights and execute great work."

    There's a lesson there for all of us in the media world. Let's never forget to celebrate creativity.

    Cilla impressed upon the audience that media owners, media agencies and creative agencies need to do everything possible to showcase their creativity - it's on us to show our ideas. Her big tip to publishers: "Don't be afraid to share the work you're most proud of."

    The whole media industry needs to focus on the solutions that it has created. So let's be proud and stand tall, shout at the top of our voices about the incredible and innovative work that is around us.

    On one level we need to keep entering awards, because awarded work is highly likely to drive market share.

    But, most of all, do not be shy about celebrating advertising excellence that engages audiences.

    And, whenever you get a chance, step outside the day-to-day transactional reality with clients and have a chat about inspirational advertising ideas.

  • Immersion

    Download the Rule of Attraction on Immersion

    Readers immerse themselves more in magazine media, creating valuable moments of escapism.

    “For advertisers, the most extraordinary thing about the magazine environment is that not only is there a relevant audience in place, but there is an audience fully-engaged, engaged in a way that almost no other media can achieve.”

    “We all know that when we pick up a magazine, that we actually spend real time consuming it and we’re truly immersed in it. We tend to be quite focused on it. We’re not simultaneously doing half a dozen other things.”

    — Douglas McCabe, CEO, Enders Analysis

  • Inspiration

    Download the Rule of Attraction on Inspiration

    Readers take the greatest inspiration from magazine media.

    “Magazines offer content that is second to none. There isn’t any other format that actually gets people more inspired.”

    — Verra Buimlija, Chief Strategy Officer, MEC

  • Belonging

    Download the Rule of Attraction on Belonging

    Readers identify with magazine brands, creating a sense of belonging and feelings of loyalty and trust.

    “A sense of community arises because the magazine is about something and that content is extraordinarily important in creating a connection between people... digital really allows that community to be opened up and shared in a way that print could only dream of.”

    — Douglas McCabe, CEO, Enders Analysis

  • Stature

    Download the Rule of Attraction on Stature

    Magazine brands deliver high quality, relevant content in a trusted environment, giving them unparalled stature.

    “What’s interesting about magazines is that they know more about content than anybody. They’ve been doing it for decades.”

    — Clare Peters, Planning Director, MGOMD

    “What magazines are absolutely brilliant at is creating an atmosphere for consumers. First of all they create a space of real relevance for consumers. Beyond that they provide the highest quality content for them. The combination of that is incredibly powerful.”

    — Douglas McCabe, CEO, Enders Analysis

  • Growth

    Download the Rule of Attraction on Growth

    Magazine media is reaching more people via more platforms

    “What an exciting time for the magazine industry. It’s moving from quite a static medium to something more dynamic.”

    “We’re not seeing magazines in silos any more. The fact you can bake in social... additional content that can sit alongside the paper format is hugely exciting for clients.”

    — Verra Buimlija, Chief Strategy Officer, MEC

  • Influence

    Download the Rule of Attraction on Influence

    The influence of magazine media is growing.

    “We know that magazine brands have a huge influence on the way people think and on the purchasing decisions they make.”

    — Clare Peters, Planning Director, MGOMD

    “We know they are a trusted source of information so that helps to get our (client’s) brands in a trusted environment and that’s a good thing.”

    — Jane Wolfson, Head of Commercial Strategy, Initiative

    “The big thing about magazines is that people trust magazines. You can’t say that about all media channels.”

    — Dom Williams, Chief Trading Officer, Amplifi