Hello! magazine is offering advertisers access to the findings of a
new reader panel, set up to help them evaluate the impact of their
advertising in the title.
The move is the brainchild of Hello!’s advertising sales and development
director, Jon Humphrey, who is keen to offer advertisers such as Chanel
and Bourjois a way of making their advertising more accountable.
More than 10,000 Hello! subscribers have recently signed up to the
reader panel and have agreed to participate in research programmes
designed to gauge the value of editorial and advertising within the
The first study will focus on the 15 April issue of Hello! and every
advertiser in that issue will automatically be included. Results will be
available in mid-June.
A sample of 1,000 Hello! readers will be contacted and asked to supply
their feedback on a range of questions, such as which ads they
particularly like, how they rate the editorial and their readership of
the advertising content. The sample will be constructed to reflect the
basic demographics of Hello!’s NRS profile.
Access to the reader panel is free of charge and it is also available to
those advertisers who require more discrete and focused research in
relation to a particular product or service.
Humphrey said: ’I think there’s an obligation on our part to provide
advertisers with as much data as possible. All too often, advertisers
can’t make their advertising accountable and this goes some way to
addressing their concerns.’
Nigel Conway, the media planning director at the Media Centre, which
handles clients such as Chanel, said: ’This is the first time that
someone has made this sort of information available. It fuels the debate
about greater transparency and clutter and represents a step in the