The Periodical Publishers Association is attempting to lure more
advertisers to print and bring the industry into line with TV practices
by establishing as standard the pre-testing of all magazine ads.
The PPA is about to commission research into the pre-testing issue and
plans to use the findings to establish an approved set of criteria by
which to test the effectiveness of magazine advertising.
Over the next two weeks, the PPA will be targeting the top 250 magazine
advertisers, as well as agency account planners, to canvass their views
on the issue. The results should be available in time for the PPA’s
Magazines 96 Conference in May.
Peter Overy, who sits on the PPA’s research committee and is also media
research and planning manager at BBC Magazines, said: ‘We need to find
out advertisers’ views on pre-testing - if they do it, if not why not,
and what we as an industry can do to make it easier for them.’
According to Peter Dear, deputy chief executive of the PPA: ‘We have to
find out exactly what we need to supply in terms of service.’
Neil Jones, director at TMD Carat, added: ‘Clients spend a lot of money
on pre-testing TV ads, so this is definitely a step in the right
direction for the print medium.’