• by Erik Sass  @eriksass1, June 15, 2007

Magazines were the single most effective medium in Chrysler's 2006 ad campaign when it launched its new 2006 Jeep Compass, according to a study performed by Dynamic Logic and commissioned by the Magazine Publishers of America.

The Dynamic Logic online survey of 4,300 people, conducted between July and December 2006, gave the primary spot to magazines, which exerted the most influence on consumer behavior--both by themselves and in combination with other media, such as TV and online advertising. The effectiveness of various media was measured by exposure and cost-per-impression, per person.

The study gives magazines a crucial boost in a period when auto ad dollars are generally flowing away from print and toward TV--a traditional favorite of auto advertisers--and online, which offers all the advantages of interactivity. Magazines aren't the chief victims of this desertion; newspapers take the biggest hits. In the first quarter, magazines saw auto ads decline by a relatively small amount--from 4033 pages to 3,882--while newspapers have seen auto classifieds tumble over 20%. National display ad figures for the first quarter for newspapers are not yet available.

In one critical finding, the DL study also found that magazines were the most efficient medium for influencing consumer behavior at each stage of the so-called "purchase funnel" or consumer decision process. That gave magazines an extra boost versus online--which, according to conventional wisdom, dominates the research and product comparison stages.

Also this week, the MPA staged the first "virtual" presentation of the Kelly Awards, which again had auto advertising in the spotlight. The MPA gave the Grand Prize Kelly Award, which carries a $100,000 prize, to California's Butler, Shine, Stern & Partners for its "Covert" campaign for Mini USA. This was the first time the MPA gave the top spot to an integrated campaign.

Stuff Offers ShopText

Stuff readers who are digging a particular piece of merchandise will soon have the option of sending a simple text message to buy it. Due to launch in September, the new service will also allow them to request samples of certain products specified in the magazine's editorial content. As part of the program, Stuff plans to roll out "promotional pages" aggregating a number of products in one place for readers to browse and order. These promotional pages will serve as "value added" extras for advertisers in the product-heavy magazine.

CMP Combines Pubs

CMP Technology is restructuring some of its biggest publications. The Information Week brand is absorbing two sister publications, Network Computing and Optimize. In addition, CRN and VAR Business are dropping monthly distribution from six issues to four. Third, the edit staffs of EE Times and Techonline will be merged. Fourth, Sys Admin is shutting down, and its editorial and advertising resources will be absorbed by Dr. Dobb's Journal. Finally, ICMI (formerly Call Center Magazine) is going to be an online-only publication.

BPA Rejiggers Circulation Rules

The BPA is adjusting some of its circulation rules, the organization announced this week. Among the changes: magazines that are distributed free to members of business associations can only be counted as part of circulation if the associations' board of directors pass a resolution saying that a free subscription is a benefit of membership. If the subscriptions are simply paid for by the association, without a resolution, they will be counted as "sponsored sales." In addition, digital distribution of such publications must include an "opt-out" feature to be counted. Digital circulation will be detailed separately throughout BPA circulation reports.