NEWS: PPA set to establish pre-testing to show magazine ads work

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 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.’



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