UPDATE: Read The Lab roundup here and check out the photos from Part 1.
In June this year, we launched The Lab, a brand new magazine media initiative in association with Campaign. The two-part programme was designed as an immersive forum in which to explore the craft and influence of magazine media and offered places to just 30 up-and-coming planning execs in the media industry.
Over the course of the programme The Lab planners heard from a series of high profile editors and media leaders on how magazine brands really understand their audiences and in turn create content, environments and powerful human connections that are invaluable to advertisers. The Lab planners also got to spend some time immersed in a number of these magazine brands, which included Time Out, NME, Grazia, Glamour, The Week, Olive, Coach, Forever Sports and Women’s Health.
READ CAMPAIGN’S REPORT HERE
Joining editorial meetings, commercial partnership sessions and getting the first-hand experience of a magazine flat plan, they were able to take a look at the creativity generated from a close collaboration between magazine teams, and how this delivers against advertiser objectives.
At the end of The Lab, we asked the planners to reflect on their experiences to be in with a chance of winning a trip to Cannes in 2017. You can read the full accounts here from some of the entrants in which they discuss what they learnt, their perceptions of magazines’ role in the media mix, and what excites them about the way in which magazine media is evolving for the benefit of advertisers.
HOW DO I APPLY FOR THE LAB 2017?
We’re now looking for a brand new batch of agency planners to take part in The Lab 2017. You’ll be given an up-close, 360-degree experience with exclusive insight and access behind the scenes of your favourite magazine brands.
Register your interest today to be part of next summer’s The Lab. Email us at: TheLab@magnetic.media