Reaching Young Readers
A new initiative by MPA gives free digital editions of magazines to college students hoping to convert them into magazine readers and to test the viability and popularity of digital delivery. Five publishers are participating in this initiative. Read more

Ideas archive

World's First Mag
The Gentleman's Magazine was the first general-interest magazine. It was founded in London by Edward Cave in January, 1731. The original complete title was The Gentleman's Magazine: or, Trader's monthly intelligencer. More>>

More Facts

Merrill Lynch report on the state of the newspaper industry does not see online representing over 50% of total newspaper ad revenues until more than 30 years from now.More>>

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  • Global Voices Online - The world is talking. Are you listening?


    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Friday, February 23, 2007

    Study: Spectacular Ads Get Spectacular Recall

    Eric Sass of MediaPost reports that according to a new study by Starch Communications Research "Spectacular magazine ads--including multi-page spreads, three-dimensional pop-ups, scented ads and ads with an audio component--produce a big bump in measures like brand recall and the number of readers that read ad copy."

    Philip W. Sawyer, senior vice president of Starch Communications Research, says the study, heralds a new era of creativity in magazine advertising. Sawyer predicts that "when we really start exploring spectacular ads, people will pick up a magazine to see the ads." Among the case studies in Sawyer's report are two ads that scored a remarkable 100% in reader recall and engagement. The first ad, for Pepsi Jazz (also featured on this blog) was a two-page spread featuring a three-dimensional pop-up of the opened bottle, with small audio chip in the page playing jazz music. This ad also allowed readers to use a scratch-and-sniff tab to "sample" the new flavour. The second ad, for (also called first sonic ad on a few sites) pairs a three-dimensional pop-up with an audio chip.

    However, the study cautions against unrealistic expectations for their effectiveness: "If you have a six-page ad, you can't expect recall or these other measures to increase sixfold. It's incremental." But if you have a magazine with a readership of 6 million, he adds, "and the number of people who recall an ad goes from 500,000 to 750,000--it's only a 50% rise, but that's a huge number of people."

    Original Story Link: Study Finds Spectacular Print Ads Get Spectacular Recall
    Post about Pepsi campaign: "Advertising: Pepsi Brings Smell, Sound To Print" Posted October 11 2006
    Case study: Clairol Herbal Essences conditioner: First Sonic ad



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