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Bridging the Long/Short-Term Divide: The Role of Magazine Brands in the Digital Era

Existing work by Magnetic evidences the ability of magazine media to drive long term brand effects. In this new report conducted for us by Peter Field, we take campaigns from the IPA Databank and look at the magazine campaigns to understand their contribution to business effects.

It backs up finding that magazines are better used as part of a long-term strategy. Business effects are amplified in cases where magazines are used in both short and long-term campaigns. Magazine brands continue to play an essential role in the modern marketing communications plan and have a disproportionate effect in delivering new customers, increasing market share and ultimately driving sales. This report looks at how.