Magazines are dreaming up creative ways to sell their top real estate—the cover. But trying to bring in cover revenue while still appeasing ASME is a sticky situation. You could be as blatant as Parent & Child, with its corner cover ads. You could be sneaky like Esquire, with windows or flaps that reveal ads. You could be tricky like Entertainment Weekly, with it’s “pull this!” pocket cover that reveals an ad for a TV show. Or you could be high-tech like Popular Science.
Check this out: Popular Science’s July issue has a 3-D cover that, when you hold it up to a computer Webcam, your computer displays “Flash-based imagery” that you can blow on (through your computer’s microphone) making the windmills’ blades rotate and revealing a GE ad. This “augmented reality” encourages readers to interact with advertisements, and it’s becoming the next big marketing gimmick. Papa John’s is making pizza boxes that, with the help of a webcam and some augmented reality technology, turn into a virtual car. Beef Jerky company Jack Link is doing it, too.
If you don’t have Popular Science, you can print a copy of the cover and do it yourself here.
Industry buzz 3-D, advertising, augmented reality, cover, magazines, marketing
The Advertising Research Foundation (ARF) just wrapped up its 55th annual Re:Think Convention and Expo in New York yesterday, where corporate leaders and marketing execs gathered to discuss media research and marketing innovation. According to Advertising Age, executives from Avon made a compelling case for not abandoning magazine advertising, especially for youth brands. Avon discussed its marketing strategy for its youth-focused Mark makeup brand and cited its recent study that found “that people are much more likely to pay attention to magazine ads than online ads.” See the full Advertising Age article here.
Industry buzz advertising, ARF, magazine, magazines, marketing, media, research
Consumers are very selective about what they allow into their inbox. So what’s the best way to prevent opt-outs from your email offer or e-newsletter? The key is relevance. Pull reports on click-throughs and track your response rates and demographics like a hawk. Then, tailor your email offers so they are targeting the right readers. Make sure those readers are getting exactly what they want, no more, no less. DM News gives some great advice on smart list targeting in this article.
Industry buzz click-throughs, consumers, demographics, e-newsletter, email, marketing, response rates
In today’s troubled economy, usually the first business expenses to be slashed are advertising and marketing. But hold the red pen, because cuts like these can cause short- and long-term problems, according to Kevin Randall. In this article he says “hundreds of studies of marketing over ten recessions in the 20th century have concluded that not only did sales and profits decline for brands that cut brand-oriented advertising during the recession, but also that performance continued to lag upon the recovery.” Learn how to manage your budget cuts without cutting back marketing your products and services with his 7Ps of Branding.
Industry buzz advertising, branding, budgets, marketing, recession
