NEWS: PPA publishes anthology of magazine data

The Periodical Publishers Association has collated key pieces of magazine research from the last decade and is publishing it for the first time in the form of a single, user-friendly report.

The Periodical Publishers Association has collated key pieces of

magazine research from the last decade and is publishing it for the

first time in the form of a single, user-friendly report.



The report, called ‘How Magazine Advertising Works’, has been put

together by the media consultant, Guy Consterdine, and follows calls

from the advertising industry for a summary of existing research.



Consterdine has drawn on more than 50 significant studies over the past

ten years to produce a reference source for media decision-makers.



The report covers well-known research including IPC’s Ad Track,

‘Magazines into 2000’ from the Henley Centre this year and the PPA 1994

report ‘52 Reasons why Magazines Make Things Happen’, in addition to

analyses of Nielsen data.



The report is divided into four sections, covering magazines’

relationship with readers and advertisers, their effectiveness as

advertising media and evidence that magazines sell products.



In his introduction, Consterdine says: ‘It is not always easy to keep up

with the latest research and there is a tendency for earlier landmarks

to fade from memory. Accordingly, this report has been written to set

out a cogent account of how magazine advertising works.’



Peter Dear, deputy chief executive of the PPA, describes the guide as an

attempt to offer media buyers who may not have worked in the business

ten years ago a comprehensive and succinct guide to magazine research.



He said: ‘In the consumer magazine arena it is difficult for media

planners and marketers to identify key pieces of research and find the

back-up evidence to arguments as to why they should use magazines. This

brings everything together for them.’



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