Where do magazines fit in the media mix?
Magazine brands are working to overcome the misconception they only function at the top of the purchase funnel while educating the future agency leaders about the possibilities of the medium.
The shift from stand-alone print publications to magazine brands in recent years has given publishers the power to push consumers through the purchase funnel more effectively than ever before. However, the perception remains that magazines operate primarily at the top of the funnel.
Bauer promotes the Melbourne Cup Carnival
“The greatest misconception is that we’re not seen as an active participant in the marketing funnel; that we don’t go beyond the role of brand positioning and awareness where, in fact, we drive brand consideration, purchase, and lead people in-store,” says Nick Smith, prestige and lifestyle director at News Corp.
While print magazines remain a potent approach for positioning, awareness and education, Smith says the other channels magazine brands span across means they can do much more.
Magazine Networks was formed in 1995, previously known as The Association of Magazine Publishers of Australia (MPA) and represents Australian publishers of consumer, cover-priced and nationally distributed magazines.
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