Mag Bag: MPA Issues New Guidelines

MPA Issues New Guidelines

The Magazine Publishers of America will release the new 2008-2009 edition of its "Magazine Handbook," a comprehensive guide to the American consumer magazine business. It includes a wealth of facts and figures, covering subjects like magazines' editorial diversity, readership, reader engagement and circulation.

The 2008-2009 edition also includes expanded sections on magazine accountability, with a detailed examination of their highly effective role in influencing consumer choice in the "purchase funnel," as well as sections showcasing magazine advertising and digital trends.

Among the key findings of independent research cited in the study: magazines are trusted sources that influence purchase decisions in automobiles, home-improvement products and health care--often beating out TV and online advertising in boosting purchase intent.

Finally, the handbook also covers magazine brands' success on the Internet, including trends such as audience growth, and their ability to drive Web traffic across gender and age categories.

advertisement

advertisement

Bauer Launches Online Humor Site

Bauer Publishing is launching a new site, targeting teenage girls ages 12-15 with humor. The new site, www.4tnz.com, will offer videos, short Webisodes, quizzes, polls and user-generated content. The strategy aims to boost Bauer's relatively small online presence. Currently, the Web sites of its popular celebrity magazines draw only about 200,000 visitors a month altogether.

TBWAChiatDay Wins Kelly Award for Pedigree

TBWAChiatDay was awarded the MPA's Kelly Award Grand Prize for outstanding magazine advertising for its work for Pedigree food for dogs. Ogilvy & Mather won the Gold Kelly for Dove's "Pro-Age" campaign, and BBDO NY received the Silver Kelly for Aquafina's "Water Brings Things to Life" campaign.

Paste EIC Launches Blog

Paste Editor in Chief Josh Jackson is starting a new blog titled "High Gravity" that will track artistic doings on the Web; it covers music, film and culture. Noting the niche is already quite competitive, Jackson promised: "I do have a few surprises and ideas up my sleeve, and I'm especially looking forward to connecting with our many readers on a more personal level." The first topic featured on the blog is "10 Best Sit-coms since 1980."

Next story loading loading..