Meredith Corp. is expanding its sales guarantee, to assure advertisers investing in its magazine brands amid the COVID-19 crisis.
"Given the unprecedented crisis, our pledge to deliver verified, effective solutions and accountability to our advertising partners is more steadfast than ever," stated Doug Olson, president of Meredith Magazines.
Called the Meredith Audience Action Guarantee (MAAG), the initiative guarantees that a specific number of readers will take action as a result of seeing a brand campaign in Meredith magazines, which include People, Better Homes & Gardens, Real Simple, InStyle, Shape and Food & Wine.
The guarantee is based on insights from MRI-SIMMONS's Starch AdMeasure study.
A reader "action" could include “clipping an ad, pursuing more information, visiting a website, gaining a more favorable opinion of a product, considering purchase of a product or recommending a product to someone else,” according to the publisher.
Other actions could include a reader taking a photo of a QR code or watching a YouTube video.
MAAG is an expansion of the Meredith Sales Guarantee, which was launched in 2011. The Meredith Sales Guarantee has executed more than 200 successful campaigns since then, according to the company.
It provides proof to advertisers that their investment in Meredith’s print, digital and video properties increases product sales at retail and delivers ROI, per the publisher.
MAAG allows a broader number of advertisers and categories to be included in the sales guarantee.
"It's an important time for us to work closely with the ad community, helping it benefit from the value of magazine media — its unmatched connection to readers and proven ability to drive intent and action — and maximize its investment with our brands,” Olson stated.
For the sales guarantee, advertisers will need to commit to a minimum number of ads in Meredith brands running in May through December issues.
Meredith's quarterly and non-Starch AdMeasured titles are exempt from the guarantee.