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UK study finds magazine media makes critical impact on differentiation and growth

Magnetic, the marketing agency for magazine media, has published new research in collaboration with Millward Brown – Why Being Different Still Makes a Difference. The research looks at how best to achieve growth for brands, with findings showing that whilst saliency does lead to growth, on average brands which boost salience grow twice as much by being meaningful and different as well.

These important metrics are also more likely to drive price premium – an objective not impacted by saliency.

The Millward Brown insights found that magazines score highly across five key metrics needed to drive brand growth – meets needs, brand affinity, uniqueness, sets trends and saliency. Magazines are unique in their strong performance (delivering +1.77 per cent uplift in impact on consumers for brands). The research also showed that it’s important to look beyond salience to help brands grow in the most cost effective way.

Sue Todd, CEO of Magnetic, said: “In this fast changing media landscape, we were interested in understanding the sweet spot in terms of magazine media’s contribution to brand growth. The data undoubtedly shows that the medium excels at helping brands differentiate, which in turn has a profound effect on growth. We recommend the marketing and media community consider how brands need to go beyond just being noticed and to make better use of the most cost effective channel for driving brand impact.”

Graham Page, executive vice-president and head of global research solutions, Millward Brown, said: “We know meaningfully different brands can charge more but the new news is that these factors also magnify share growth and repeat purchase. We encourage brands to look at the way being different can generate sustained growth and consider the significant impact magazines have across all of the attributes which help build brand equity.”

More about Magnetic.

  • Proof that magazine media still deliver the best results for advertisers

    Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.

    16th Oct 2017 Features
  • Are digital editions dead?

    Digital editions have been around for a long time, going all the way back to the late 90's. But in 2010 when the iPad hit the digital runway, publishers jumped on the tablet bandwagon faster than they could shout, “Hallelujah!”. The struggling publishing industry had found itself a saviour.  

    16th Oct 2017 Opinion
  • Download the FIPP World Congress 2017 speaker presentations

    View and download the speaker presentations from the FIPP World Congress, 9-11 October 2017, London.

    19th Oct 2017 FIPP News
  • New skills will drive future publishing - FIPP chairman

    Without bringing newly skilled people into newsrooms, publishers will not succeed in the future. This was the stark warning delivered by Ralph Büchi, COO of the Ringier Group, CEO of Ringier Axel Springer Switzerland and newly elected chairman of FIPP, the network for global media.

    16th Oct 2017 Features
  • How artificial intelligence is set to impact media

    Artificial intelligence is a key technology that will transform many industries in the coming years. It is already playing an important role in the media, largely driven by the experiments of platforms like Google and Facebook.

    15th Oct 2017 Features


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