Magazine sector unites to launch ‘Pay Attention’ campaign

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Magnetic, the London-based marketing body for consumer magazines in the UK, has launched its first ever campaign aimed at getting brands to see the value of advertising within their pages. 

The “Pay Attention” campaign goes live today and has been endorsed by a raft of publishers of magazines such as Cosmopolitan (Hearst), Empire and Grazia (Bauer Media Group), Radio Times (Immediate Media), Woman & Home (TI Media), Cyclist (Dennis Publishing) and Time Out (Time Out Group).

Reading between the lines: 'Pay attention' campaign aims to re-educate advertisers

“This is first time the magazine industry has come together under one message, so we wanted it to be attention grabbing”, said Sue Todd, CEO of Magnetic. 

“There has been an increasing disconnect between the body of evidence that shows the effectiveness of magazines and the perceptions of their role on the plan within agencies. 

“This campaign shows the unique benefits of magazine media; trusted, relevant and positive environments in which readers pay attention to the content and most importantly, the advertising.”

Over the past 12 months, Magnetic has been working on a programme to highlight why magazines are so integral in the media mix. In 2017 Magnetic and Enders identified a shift towards a short-term approach leading to a focus on poor quality engagement.

In addition, studies showing a gap between perception and effectiveness (Ebiquity and Radiocentre) evidenced the need for a re-education on the role of magazines in the modern day communications ecosystem, Magnetic said in a press statement.The print and digital creative - by D.Studio - features client and agency advocates, Gavin Sheppard, Chief Marketing Officer, Smart Energy; Pippa Glucklich, CEO, Amplify UK; Dino Myers-Lamptey, MD, MullenLowe Mediahub; Tom George, CEO, Group M; Mike Florence, CSO PHD; and Jenny Biggam, Founder, 7stars explaining what attention means to them. 

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The campaign message “I Pay Less for More Attention” is reflective of the fact that magazines deliver high-quality attention for exceptional value, the industry body said.

The creative will be carried on special issues of Cosmopolitan (Hearst), Empire and Grazia (Bauer Media Group), Radio Times (Immediate Media), Woman & Home (TI Media), Cyclist (Dennis Publishing) and Time Out (Time Out Group), which will be distributed in media agencies and direct to clients, and run across key trade titles in print and online.

The campaign is supported by a new report “Pay Attention: Magazines’ role in the modern media mix ”, which is based on research conducted in collaboration with Bournemouth University and PHD. 

The study provides a new framework for thinking about attention, that accounts for both the mindset of the user and the context of different media environments. 

The aim is to start a debate about quality attention and the best way to evidence its positive impact on advertisers’ objectives.

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