Planning Tips & Tools

Put magazines to work for you. There is an increasing amount of research to help guide planning decisions, ensuring you get the most impact for your media dollar. Get the latest info on how ad size, positioning, special formats and creative design elements can make a difference. Best practices and magazine planning principles are also available to help best meet advertiser objectives. Let us know how we can help.

How Magazine Advertising Works (5^th Edition)
A summary of research evidence, compiled from around the world, demonstrating how magazine advertising works. Learn more about magazine effectiveness, how magazines work in a mix, the reader’s relationship with magazines and advertisers, case studies and testimonials. It’s a must read for everyone in the advertising and publishing communities.

Glossary of Research Terms
Definitions of magazine related terminology most often used in magazine research, to help you get the most from industry studies.

Magazine Essentials: Making the Most of Magazines
A summary of magazine planning information, most requested by media planners, to help make the most of the magazine medium. The report demonstrates the impact of variables such as ad size, colour, positioning and much more. In addition, find a summary of magazine creative design considerations: headline length, position, colour and type size; picture size; photos vs. illustration; long vs. short copy; etc.

Planning Uncovered: Using Magazines to Optimize Return on Investment
A compendium of data and case studies designed to help media planners get more out of magazines. The data explains how magazines can make media budgets work harder - improving the efficiency of media schedules while optimizing media planning targets.

Sales Uncovered: Using Magazines to Boost Sales and Deliver a Return on Investment
A compendium of data and case studies that explore how the use of magazines can contribute to a variety of sales-related campaign objectives.

Comparing Reach and GRPs: Magazines and TV
A comparison of magazine and television reach and GRP’s generated across each of seven budget levels ($165,000 to $1.5 million). The study, conducted by PHD Canada, benchmarks media delivery against the 25-54 demo (adults, men and women). Findings conclude that, dollar for dollar, magazines may be counted on to deliver high campaign reach and the highest of GRP tonnage.

Seasonality of Magazine Readership
A PMB analysis demonstrating that overall magazine readership is essentially flat throughout the year.

Advertising in a Recession
A perspective on what to do during a recession. Marketing principles suggest maintaining a strong competitive presence to maximize sales and profit.

Bringing Recency Planning to Magazines
Erwin Ephron challenges how media planners plan magazines in a Recency Planning environment, offering alternate planning constructs which better meet communication/consumer requirements. Ephron concludes that current magazine planning is out-of-date and less than optimal–print is both under-used and badly-used as a message delivery system.

How Magazine Content Flows to Ads
Erwin Ephron tracks the connections between consumer involvement, magazine content and, ultimately, to magazine advertising.

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