The Lab 2016 – Our agency planners share their views on magazine media
THE LAB, in association with Campaign, was designed to create a 360-degree experience of the sector for up-and-coming agency planners via a series of discussions with senior publishing leaders, editors and creative thinkers. Across two half days it offered exclusive behind-the-scenes time for 30 planners at magazine brands, to understand the craft of developing compelling content across print and digital assets.
At the end of The Lab, we asked the planners to reflect on their experiences, and below you’ll find excerpts from a few of the planners 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. One of the entrants was picked from the submissions to win a trip to Cannes – well done Anneka.
*WINNER*
Magazines – A Very Human Relationship
Magazines have a unique position. Whereas some channels may have to settle for sporadic attention, magazines have a long term, deep relationship with their consumers – a phrase that stuck with me from The Lab was ‘share of heart not share of voice’…
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Untapped value – why magazine brands remain an essential part of the media mix
Talks from the legendary Dave Trott alongside Empire Editor-in-Chief Terri White (amongst others) reminded me that a true interaction with a trusted brand is the only real way to tap into what your audience wants and deliver good advertising…
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The prevailing role of magazine media in a connected world
Print media has always been valued as a channel that knows how to build long-standing loyal relationships with its audience, a channel of trust. Extending that relationship in to the events space has awarded magazine media another opportunity to connect with consumers…
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Algorithms & Editors – The Importance of the Human Connection for Advertisers
Brands have a real opportunity to tap into the connection (with magazine media) and tell a credible story through multiple platforms that are engaged with and trusted by a loyal audience…
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The role of magazine media in a 24/7 connected world
As consumers tire of unwanted advertisements, and become better at dodging them, magazine brands continue to hold their position as the most welcome place for advertising from a consumer’s perspective…
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Magazine media is evolving
Magazine brands are highly influential and their relevancy is clear as opinion leaders but by evolving in a meaningful way they are ensuring, now more than ever, they play an important role in our thirst for content across different platforms and touchpoints…
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Algorithms or Editors – the importance of human connection for advertisers
With turbulent ABC headlines magazine editors are become smarter, expanding content onto other platforms and becoming event makers in their own right. This is the time for brands to jump aboard and work with editors – after all, editors are the ultimate influencers…
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Innovation in publishing
Going beyond the traditional publisher touch-points, we are now provided with opportunities to experience publisher sponsored events: food festivals, fashion shows, awards ceremonies – the list goes on with the ways in which magazine brands now connect with consumers in the ‘real’ world…
To read the rest of the article click here.
Algorithms & editors – the importance of the human connection for advertisers
Magazine content is written and edited by people with a shared passion for their subject in a way no machine can replicate…
To read the rest of the article click here.
Magazine brands remain an essential part of the media mix
Given that 56% of millennials actually ‘like’ ads that make an effort to engage them, content is one element. If it inspires, engages and taps into reader’s passions then why can’t magazine media continue to be a success story?
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To register your interest in being part of The Lab in 2018, email us at TheLab@magnetic.media and we’ll send you details in the new year.
