Magnetic launches campaign highlighting the importance of quality attention to advertisers
London, Thursday 7th February 2018: Magnetic, the marketing body for consumer magazines, today announces “Pay Attention”, a new industry-wide campaign and report that highlights the benefits of quality attention to advertising. The work, endorsed by UK publishers, will be rolled out from February 2019 onwards uniting the magazine industry under a single message.
Over the past 12 months, Magnetic has been working on a programme to highlight why magazines are so integral in the media mix. In 2017 Magnetic and Enders identified a shift towards a short-term approach leading to a focus on poor quality engagement.
In addition, studies showing a gap between perception and effectiveness (Ebiquity and Radiocentre) evidenced the need for a re-education on the role of magazines in the modern day communications ecosystem.
Launching on Thursday 7th February, “Pay Attention” will feature Magnetic’s first ever advertising campaign. The print and digital creative – by D.Studio – features client and agency advocates, Gavin Sheppard, Chief Marketing Officer, Smart Energy; Pippa Glucklich, CEO, Amplifi UK; Dino Myers-Lamptey, MD, MullenLowe Mediahub; Tom George, CEO, Group M; Mike Florence, CSO, PHD Media; and Jenny Biggam, Founder, the7stars explaining what attention means to them. The campaigns’ message “I Pay Less for More Attention” is reflective of the fact that magazines deliver high-quality attention for exceptional value*.
The creative will be carried on special issues of Cosmopolitan (Hearst), Empire and Grazia (Bauer Media Group), Radio Times (Immediate Media), Woman & Home (TI Media), Cyclist (Dennis Publishing) and Time Out (Time Out Group), which will be distributed in media agencies and direct to clients, and run across key trade titles in print and online.
The campaign is support by a new report “Pay Attention: Magazines’ role in the modern media mix”, based on research conducted in collaboration with Bournemouth University and PHD. The study provides a new framework for thinking about attention, that accounts for both the mindset of the user and the context of different media environments. The aim is to start a debate about quality attention and the best way to evidence its positive impact on advertisers’ objectives.
Sue Todd, CEO of Magnetic, said: “This is first time the magazine industry has come together under one message, so we wanted it to be attention grabbing. There has been an increasing disconnect between the body of evidence that shows the effectiveness of magazines and the perceptions of their role on the plan within agencies.
This campaign shows the unique benefits of magazine media; trusted, relevant and positive environments in which readers pay attention to the content and most importantly, the advertising.”
*Based on average CPT data