Magazine Ads Make Sales: MPA's Ellen Oppenheim on the independent study that proves advertisers need print
But as you know, measurement is an area in advertising that's getting a lot of scrutiny. … Every medium is facing questions about measuring effectiveness, and I think one of the things that's unique about Dynamic Logic's study is that it's not about measuring the eye balls to the medium, it's really about measuring results.
The study enables magazines to go talk to clients about being results-oriented. And certainly, at a time when clients are under so much pressure to make their advertising budgets—which are falling—perform, the fact that magazines can help them understand the role that magazines play in that performance is helpful. But it requires education. It's education on the part of the seller and on the part of the advertising community.
INBOX: What would you recommend magazine publishers do with this information?
OPPENHEIM: I'm encouraging magazine publishers to be able to talk about this as part of selling their own magazines. Clearly their job is to promote their own properties. But as part of what's going on with all the uncertainty about advertising together, we think this can help magazine sellers because it not only speaks to the role of magazines, but you get some insights into the role of TV and online ads as well. This isn't about selling against one medium or another, but how all the media work together, and it speaks very strongly to the role magazines play in helping cause the sale.
INBOX: Is there something magazine publishers can glean form this report to boost Web sales as well?
OPPENHEIM: First of all, one of the things you see is that all the media are contributing at all the stages. So it says you need all the media, and it says the Web site is a valuable component in the media plan all together. Secondly, if you look on page six of the report and look at the "Cost Per Person" results, magazine and online did very well in a number of those phases. So it speaks to the fact that both media are valuable.