How To Boost Your Magazine's Impact

Post it

Millward Brown research shows that 79% of respondents* prefer to have their magazines delivered. This also gets the brand owner's message into the home, where two-thirds of readers keep it for a week or more.

Personalise it

58% of consumers are more likely to read a magazine and respond to offers if it is personally addressed to them. A covering letter takes this one step further, introducing an opportunity to create different covering letter variations each highlighting different content areas, making the magazine feel more relevant to the user.

Segment it

Creating multiple versions of a magazine tightens the targeting; the more relevant the content, the more impact it will have.

Splash it

If a magazine has to compete with others, in a store, at a show or on the newsstand, it needs to stand out from the crowd. That means paying particular attention to the front cover. It is crucial to have an impactful masthead, image, cover lines and value proposition.

Mix it

Backing up your magazines with consistent messages through other channels such as direct mail, the web, email newsletters and advertising is crucial to keep the brand top of mind.

* The Advantage Study, undertaken by Millward Brown for the Association of Publishing Agencies 2005-2006