And American Baby draws more than a quarter million expectant parents to their events every year to see and try new products for infants.
These extensions of magazines brought new,relevant experiences to their readers while at the same time introducing their brands,and their magazines,to a new audience.
Topic 4:Advertising
At AMC,we explored the vital topic of advertising,especially as it relates to accountability and engagement.These two words are at the center of publishing discourse in the U.S.and they are quickly becoming the lingua franca around the rest of the world.They will be on the international tongue,no matter what the language
Engagement refers to the complex and rich relationship between the consumers and magazines and the ways to measure this encounter.Accountability means insuring that advertising performance achieves results and delivers a return on investment for advertisers.
Engagement and Accountability must become bookends to the magazine publishing business model.MPA has conducted ground-breaking research in this area,even though we are not the only organization seeking to universalize these concepts.Large agencies and packaged goods companies such as P&G are puttingconsiderable money and muscle behind these ideas.
On a panel devoted to magazine accountability research,we released the results of a comprehensive research analysis prepared for MPA by Marketing Evolution,an independent market research firm.
In the U.S.,marketers are very focused on the“purchase funnel”,which illustrates the consumer's purchase decision process.
Historically,television,not magazines,was thought to be the primary contributor to“brand awareness”,which is early in the purchase decision-making process.But our ground-breaking new research debunks that myth:magazines were the most consistent performer throughout the purchase funnel out of all the other media studied.